Twitter (NYSE:TWTR) is continuing its drive to increase its advertising business. In order to do this, it has purchased Namo Media, a “native ad” content specialist. “Native ad” content seamlessly integrates with sites where ads are viewed, and is designed to be especially effective with mobile ads.
This is perfectly in-line with Twitters advertising philosophy that precludes using banners and other types of in your face advertising. Instead Twitter prefers to use tweets and their more recent introduction of cards that pop up in a users Twitter stream as Promoted Tweets and Accounts.
This follows on from the acquisition by Twitter last year of MoPub. The head of advertising for Twitter, Kevin Weil, recently wrote in a blog post, that “we have been working to bring native ads to mobile app publishers in order to create a more seamless and less intrusive ad experience for users”. The idea is that whatever the size of the app developer, they will be able to further monetize their apps, without their advertisements interrupting the users’ experience in the way other methods do.
The recently introduced Promoted Tweet cards have been gaining new features since the function made its debut. Twitter has added additional features such as buttons designed so people can request more information. Twitter also includes a video play function to provide a more multimedia type of experience. The hope for Twitter is that with the addition of Namo’s tech, they will be able to expand the new features even further.
While no official announcement has been made, it could be that this is part of an effort by Twitter to take its ad network out to other sites.
