Like Facebook, Twitter is taking steps to build out an advertising network that extends beyond its own service. Yesterday the company announced the first partnerships to extend its ‘Promoted Tweet’ feature beyond Twitter. Paid-for tweets will now appear within the Flipboard social app, as well as on the Yahoo Japan website.
Twitter says it’s an attempt to help marketers tap in to the 185bn “tweet impressions” that happen away from Twitter. “For example, let’s say Nissan is running a Promoted Tweet campaign on Twitter, but also trying to reach a 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,” explained the company. Expect more such partnerships in the months to come.