iWorld
Twitter rebrands Publisher Network; to launch new creative format
MUMBAI: Twitter, which launched the Twitter Publisher Network (TPN) to help advertisers connect with audiences beyond its social network last year, is now set to revamp the product. TPN has been renamed as Twitter Audience Platform in order to reflect the evolution of the product.
The Twitter Audience Platform, which helps advertisers reach over 700 million people on and off Twitter, is expanding beyond mobile app installs and re-engagements, by offering advertisers the ability to drive two additional objectives: tweet engagements and video views, which are now available for the first time in beta to all managed clients globally. Secondly, the platform is launching new creative formats to help advertisers better engage with their in-app audience.
Drive video views and tweet engagements
Advertisers can now 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 the 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 per cent in-view.
New creative features
On the Twitter Audience Platform, promoted tweets are transformed into one of the platforms’ immersive ad formats including video, native ads, banners, and interstitials. For example:
- Tweet engagement campaigns on Twitter become interstitial and native ads
- Promoted video campaigns are turned into in-app video ads
- App install or re-engagement campaigns become interstitial or banner ads
The platform has also added creative features to interstitials to help advertisers extend their best content beyond Twitter. Users can now retweet and favourite directly from their Twitter Audience Platform ad. Twitter has also added customizable call to action buttons to help advertisers more efficiently drive their desired user action.
Advertiser success
According to Twitter, advertisers who run campaigns across both Twitter and the Twitter Audience Platform can double their reach and lower CPEs by as much as 30 per cent. Additionally, a June 2015 study that the platform commissioned from MediaScience shows that consumers — both on and off Twitter users — spent about 123 per cent 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 per cent more positive sentiment towards the brand advertiser.
Availability
The Twitter Audience Platform is now available globally to all managed clients driving Tweet engagements and video views. It is also being tested by select clients driving mobile app installs and re-engagements. Over the next few months, the platform has plans to expand the programme to other objectives, including website clicks and conversions.
iWorld
Dailymotion Pro and Oksat team up to fast-track OTT and FAST platforms
Strategic partnership combines video infrastructure with full OTT product layer for media and brands.
MUMBAI: When video meets ambition, the result is a platform that doesn’t just stream, it sprints. Dailymotion Pro, a global leader in video distribution and monetisation, has joined forces with European OTT and FAST specialist Oksat to launch a new integrated end-to-end solution for media companies, brands and institutions.
The alliance fuses Dailymotion’s large-scale infrastructure and monetisation know-how with Oksat’s robust OTT and FAST capabilities multi-device apps, channel orchestration, product logic and advanced media workflows. Together they promise faster time-to-market, enterprise-grade scalability and flexibility to evolve business models over time.
Dailymotion Pro SVP forsupply & enterprise Sales Global Rémi Leclancher said, “Our customers are no longer just looking for video technology, they are building full media products. By partnering with Oksat, we are extending our infrastructure and monetisation strengths with a robust OTT and FAST product layer, enabling our clients to launch, scale, and evolve their services with greater speed and confidence.”
Oksat CEO Cédric Monnier added, “This partnership reflects a clear market trend, OTT and FAST platforms are best built through strong alliances between infrastructure leaders and product specialists. Together with Dailymotion Pro, we are offering a solution that is not just technologically powerful but also designed as a true media product, accessible, scalable, and aligned with the long-term strategic needs of our customers.”
The joint offering supports premium OTT services, FAST channel launches, hybrid VOD/live models and advertising-based video, all from a unified cloud-native environment. It caters to entertainment plus education, healthcare, corporate communications and professional training, with strong emphasis on sovereignty, governance and European compliance.
The platform aligns with EU-backed projects ASAP4EU and FAST4EU, advancing ad monetisation, interoperability and interactive advertising models. Early adopter Locales TV is already using the integrated solution to enhance OTT distribution and speed up new services.
In a streaming world where speed and scale win races, this tie-up aims to give customers a clear lane powerful tech plus real product muscle, minus the usual multi-vendor headaches. The finish line? Faster launches, smoother growth and happier viewers.
