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Twitter Inc (TWTR) IPO Splash Stalled By Marketing Push

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Twitter Inc is coming up with “significant expansions” to its Publisher Network, the micro-blogging firm said Thursday. Along with a new name i.e. Twitter Audience Platform (TAP) these expansions will help the marketers to push users engage with their tweets or watch their videos, the firm said in a blog post.

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More options to marketers

With TAP, the firm no longer aims to highlight marketing on third-party sites, but will make efforts to help clients better target Twitter users.

Prior to TAP, the firm had in place Twitter Publisher Network (TPN), which was created after the $350m acquisition of MoPub in September 2013. TPN was created to help the marketers push the Promoted Tweets to apps that are part of the network. Last year, Twitter expanded TPN after it acquired TapCommerce for $100m.

And now, expanding it further, the firm adds two more objectives to it. “Tweet engagements and video views. Both are now available for the first time in beta to all managed clients globally. Second, we’re launching new creative formats to help advertisers better engage with their in-app audience,” the firm said in the post.

Detailing on the effectiveness of the new program, the firm says the beta testers were able to double their reach and lower the CPEs by around 30%. Citing results of a study it conducted along with MediaScience, the firm says Twitter users (both on and off) spent 123% more time with TAP ads than compared to the traditional mobile interstitial ads. Even non-Twitter users also showed positive sentiments, the firm said.

Twitter’s TAP is now available to all its client globally, and over the next few months the program will be expanded to cover more features like website clicks and conversions.

Twitter down below IPO price

Along with TAP, Twitter has also given marketers a new creative feature for Promoted Tweets using which existing creative assets can be converted into four ad formats; banners, video, interstitials and native ads.

With all these new initiatives, Twitter will be hoping to end its user-growth struggle, which has been damping investors’ confidence for a while now. Owing to the issues surrounding the firm, investors are fleeing, resulting in a constant drop in the stock price.

On Thursday, the stock price even dropped below the IPO price, but recovered slightly to end the day $26, which is the same price that it went public. The decline in the stock started three weeks back, when the firm warned that it would take some time to reverse the slowdown in the user growth.

At 9.40 am EDT, Twitter shares were up 0.04% at $26.01. Year to date, the stock is down over 27%, while in the last one-year, they are down over 42%.

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Aman is MBA (Finance) with an experience on both marketing and Finance side. He has work as a Risk Analyst for AIR Worldwide, and is currently leading VeRa FinServ, a Financial Research firm. Favorite pastimes include watching science fiction movies, playing PC games and cricket.

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