Twitter Trying New Ad Formats To Increase Promotional Appeal


Twitter is trying to make the user’s feed more interesting with three new ad formats.

The social media company is adding a new format called ‘Interactive Text Ads’, enabling advertisers to connect landing pages to chosen words within their larger ad copy.

The new display would look a lot different from the regular tweets.

“These ads will appear with a larger, bolder typeface than the standard Twitter font in the timeline. Advertisers can highlight up to three words in their ad copy that, when clicked, will drive consumers to landing pages chosen by the brand,” mentioned in a company blog.

Brands will also be able to choose from 10 highlight colors for their preferred terms, which will make this a very eye-catching and potentially scroll-stopping consideration.

But it’s a big change, which Twitter users will undoubtedly have opinions on. A small number of US-based brands are currently testing the new Interactive Text format.

Another one is ‘Product Explorer Ads’, which is probably the most impressive new format of the three. Product Explorer ads will present your products in 3D within your promoted tweet, with users then able to swipe and rotate the item to see it from different angles.

Facebook, Pinterest, Instagram and Snapchat already have similar offerings, but it’s the first time Twitter has taken the next step into a fully interactive, 3D display. And it looks great and will no doubt be a popular consideration as it becomes available to more brands.

Twitter is testing ‘Collection Ads’, enabling brands to display various images to accompany the main tweet focus.

“Brands can display a primary hero image with up to five smaller thumbnail visuals below. The primary image remains static while consumers can browse through the thumbnails via a horizontal scrolling experience,” mentioned in a company blog.

Each image within your Collection can drive consumers to a different website or product landing page. Twitter’s currently testing Collection Ads with a selection of advertisers in the US.

All three of its new ad formats will be visible to people on iOS, Android and the Web, with the interactive elements working across all app versions.

They are interesting experiments – some of Twitter’s most ambitious ad formats yet, and with the platform seeking to boost usage and revenue significantly over the next two years, it needs to do all that it can to introduce new options and lure more advertisers with its offerings.

“As we kick off early experiments, we’ll aim to understand how the new formats resonate with consumers and drive results for advertisers. We’ll test, learn, and iterate based on performance and customer feedback,” mentioned in a company blog.