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We’ve been thinking a lot about how we can take the rich canvas of the Promoted Tweet and extend it beyond Twitter, to all the places where Tweets go today. That’s why we’re pleased to announce our first partnerships to syndicate Promoted Tweets outside of Twitter: with Flipboard Twitter Promoted Tweets Now On Syndicated Sites [blog.twitter.com]
For example, let’s say Nissan is running a Promoted Tweet campaign on Twitter, but also trying to reach similar audience on a mobile application like Flipboard. Through this new partnership, Nissan could run a Promoted Tweet campaign on Twitter, with specific creative and targeting, and simultaneously run the campaign off Twitter, with the same targeting and creative in the Flipboard app. Best of all, because Flipboard already integrates organic Tweets into the app, the Promoted Tweet will have the same look and feel that is native to the Flipboard experience.
Marketers Slow To Embrace Twitter Ad Syndication
There are a couple of possible reasons why marketers have declined to sign up for the new ad syndication program. Many marketers handle ad sales themselves to gain more control over the process and may not be interested in teaming up with Twitter for promoted tweets. Others may be turned off by the amount of information they would have to disclose to Twitter to be part of the project.