Twitter is rebranding its Ads API program on Twitter as the Twitter Marketing Platform Program, as part of a website revamp.
According to a Twitter blog post, the new name reflects the network’s extension “beyond advertising alone and today we’re pleased to introduce a new name for our entire suite of partners.”
The Marketing Platform Program is part of Twitter’s broader certified products initiative.
The social network launched the Twitter Ads API in 2013 to create “a diverse ecosystem of partners that could enable marketers to achieve greater ROI through Twitter Ads.”
Twitter says its Marketing Platform Program partners have helped clients “reach new levels of success by improving their clients’ direct response, branding, and live initiatives across multiple verticals.”
Marketing Platform Program companies include social advertising agencies SocialCode, which says in the blog post it used Promoted Tweets to “increase retweet volume 60 percent in the days running up to the launch of a national network sitcom,” and Kinetic Social, which says it “[leveraged] the API for TV-targeting in combination with [its] proprietary analytics and multivariate testing platform [which] has allowed [it] to yield 5x improvements in engagement rates and a 250+ percent lift in ROI metrics on average.”
Cinema promotions on Twitter’s Amplify platform
TYhe news comes as Twitetr n addition, cinema network NCM Media Networks says it is teaming up with Twitter’s Amplify video promotion tool to develop a branded entertainment series that it says “will bring the most exciting movie conversations, tweets, and Vines to the big screen.”
Sceduled to launch in mid-2014, the show will be seen in movie theaters via NCM’s FirstLook pre-show program, and distributed via NCM Digital and through Twitter Amplify.
NCM says the one-minute weekly show will feature “quick-moving segments, taking a fun look at the top trending movie and entertainment content on Twitter and Vine.”
The series will ask fans to weigh in on movies through hashtags, which could result in seeing “their own tweets and Vines up on the silver screen alongside some of the biggest names in Hollywood,” NCM says.
“We are always looking for new ways to bring great and useful content to users with our partners,” says Glenn Brown, senior director of Twitter Amplify, in a statement. “Movie audiences are naturally social, and this partnership allows Twitter to work together with NCM Media Networks to help brands reach movie-goers in a unique and creative fashion.”
Read the full blog post here
