Twitter has announced that it is expanding its Publisher Network, which is being renamed the Twitter Audience Platform and offers several new features for marketers who want their campaigns to reach beyond Twitter itself.

The Publisher Network integrated publishers who were working with newly-acquired MoPub, enabling advertisers to run campaigns that extended beyond Twitters websites and apps. The new Audience Platform will reach over 700m people, both on and off Twitter.

Among the new features, Twitter is introducing several new ad formats that can transform tweet engagement campaigns into interstitial and native ads within other apps, and Promoted Video campaigns that become video ads. Consumers who view them through other publishers will retain the ability to retweet or favourite these ads, ensuring that one of Twitters unique selling points isnt lost.

Marketers will now be able to run campaigns based on tweet engagements and video views, as well as mobile app installs and re-engagements, with this ability now available in beta.

The announcement was accompanied by stats that showed that campaigns which run across both Twitter and its Audience Platform see their reach doubled, with CPEs lowered by up to 30 per cent, while a separate study showed that consumers both on and off Twitter spent about 123 per cent more time with Audience Platform ads than traditional mobile interstitial ads.

“By extending our ad campaign from Twitter to mobile apps, we were able to drive incremental reach, strong performance, and promotional efficiencies,” said Serena Potter, group vice-president of digital media strategy at Macys. “The Twitter Audience Platform allowed us to easily connect with our audience throughout their day. Expanding the reach of the Promoted Tweet into apps made for a unique ad unit that drove strong engagement with our brand.”