Twitter is using its mobile advertising service, MoPub in this market, to work with brands to serve promoted tweets across its network in order to boost brands advertising across mobile.
Speaking with AdNews, Twitter’s vice president of Asia Pacific, Latin America and emerging markets, Shailesh Rao said the business was using Australia as a test market to see the ability of its mobile advertising network through using promoted tweets through mobile apps via MoPub.
“Today through MoPub globally we touch over one billion unique mobile devices, it's not just the over 300 million active users on Twitter,” Rao said.
“Here in Australia, we've already started to test as the first market in the region, helping advertisers launch campaigns both on Twitter as well as through MoPub. The combination of those two things enables advertisers to reach almost double the audience in Australia than they could before.”
Rao explained that while the service is currently trialling, there are several advertisers already working with the social network to take advantage of its scale.
“[The trials] they're going really well, with great brands like Toyota and Samsung we've been able to run campaigns seamlessly across Twitter and MoPub. [Through the trials] We have almost doubled the reach of those advertisers while maintaining the same level of engagement, that's a great outcome for both of them and now we're testing it with even more advertisers in Australia,” he said.
The ad formats mainly served by MoPub are interstitial ad formats, which are ads that take over the whole mobile screen. These ads in MoPub's and Twitter's case will most likely look the same as a promoted tweet, just one take fills the whole screen in both Twitter and other apps which are apart of the MoPub network.
Twitter bought MoPub in the back half of 2013 for US$350 million and early last year announced its mobile advertising strategy to be rolled-out by the service.
Rao told AdNews that the social network is very focused on Australia, with the brand making sure that it has the best possible team in place.
He also explained that as a business Twitter is firmly focused on mobile and video as a way to bolster its revenue.
“Over 80% of Twitter users access Twitter on the mobile device. Well over 80% of our revenue is generated from promoted tweets seen on a mobile device, we're a mobile company, we think providing a socially engaging mobile experience is going to be really important for users and really important for opportunity for brands.
“A lot of the work we're doing with brands is to help them take full advantage of video,” Rao said.
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