NEW YORK, September 15, 2015 /PRNewswire/ --
ACI Association has initiated research coverage on twitter Inc. (NYSE: TWTR). Select highlights from the internally released reports are being made available to the general public (included below), with access to the entirety of the research available to new members.
Today, membership is open to readers on a complementary basis at the following URL: http://www.aciassociation.com/reports?keyword=TWTR
Highlights from our TWTR Report include:
- Expansion of Program - On August 20, 2015, twitter Inc. announced expansion to the Twitter Publisher Network (TPN) including a new name to better reflect the evolution of the product: Twitter Audience Platform, a simple and effective way for advertisers to reach over 700 million people on and off of Twitter. The release informed that TPN was launched in April last year, to help advertisers connect with audiences beyond Twitter in thousands of mobile apps while using powerful measurement, targeting, and creative tools. The Company stated that it is expanding beyond mobile app installs and re-engagements, by offering advertisers the ability to drive two additional objectives with the Twitter Audience Platform: Tweet engagements and video views.
- New Creative Features - The Company highlighted that one can easily extend their Promoted Video and Tweet engagement campaigns to the Twitter Audience Platform with a single click. Many of the targeting signals used on Twitter such as interest, username, and keyword can be applied to campaigns across mobile apps. As on Twitter, Promoted Videos on the Twitter Audience Platform can play automatically on a device with all video being 100% in-view. Further, the Company informed that on the Twitter Audience Platform, promoted Tweets are transformed into one of its immersive ad formats including video, native ads, banners, and interstitials.
- Advertiser Success - Twitter commissioned a June 2015 study from MediaScience, which showed that consumers, both on and off Twitter, spent about 123% more time with Twitter Audience Platform ads compared to traditional mobile interstitial ads. The research also showed that non-Twitter users who saw a Twitter Audience Platform ad expressed about 11% more positive sentiment towards the brand advertiser. Commenting about a campaign on the Twitter Audience Platform to increase brand awareness, Serena PotterGroup Vice President, Digital Media Strategy, Macy's said, "By extending our ad campaign from Twitter to mobile apps, we were able to drive incremental reach, strong performance, and promotional efficiencies. We achieved an engagement rate of 7.85%, which surpassed industry benchmarks for mobile display campaigns."
To find out how this influences our rating on twitter Inc. read the full report in its entirety here: http://www.aciassociation.com/reports?keyword=TWTR
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