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
Tata Play Binge adds Pocket Films to micro drama platform Shots
Over 210 micro dramas and 220 hours of content strengthen short form play
MUMBAI: Short stories are getting shorter and sharper. Tata Play Binge is doubling down on snackable storytelling, adding Pocket Films to its micro-drama hub Shots as it looks to capture India’s fast-growing appetite for quick-consumption content. The move expands Shots into a deeper, more diverse catalogue, now featuring over 210 micro-dramas and 220 hours of short-format programming across genres such as action, drama and thriller. The content spans Hindi and key regional languages, reflecting the increasingly local yet mobile-first nature of viewing habits.
Pocket Films brings with it a library of emotionally driven, culturally rooted narratives, including micro-dramas like Chaturanga, Vidushi, Maasa, Silent Cycle and Pilibhit, alongside short films such as Lock-up, Dubki and The Disguise. The addition builds on existing partnerships with Bullet and Stage, strengthening Shots as a one-stop destination for bite-sized storytelling.
Designed for vertical viewing, the platform leans into scroll-friendly interfaces, auto-play sequencing and seamless discovery mirroring the habits of always-on, digital-first audiences. The content remains ad-supported and is available within the Tata Play Binge app at no additional cost.
The integration also sits within a broader aggregation strategy. Tata Play Binge currently offers access to 30 plus OTT services including Prime Video, JioHotstar, Zee5 and Apple TV+ through a single subscription and interface, aiming to simplify fragmented streaming consumption.
As platforms race to keep up with shrinking attention spans, Tata Play Binge’s bet is straightforward: when stories get shorter, the catalogue needs to get bigger and faster.
