INSIGHT

The new interactive ad functions of Twitter

How is Twitter entering the advertisement space?
Twitter is considered a leading social media platform globally. By July 2021, 8.8% of the world’s overall social media user base was owned by Twitter. It should come as no surprise, then, that in order to keep all users engaged, the platform strives to stay current and interactive.

Just a few days ago, Twitter kicked off pilot tests for three new ad formats: Interactive Text Ads, Product Explorer Ads, and Collection Ads. What are they and how do they differ from each other? Let’s take a closer look!
#1 Interactive Text Ads
Advertisers can highlight up to three words in the tweet choosing from different colors and users clicking on those words will be redirected to specific landing sites. These ads will capture the eye as individuals browse through their timeline, and the highlighted words will give a new approach for consumers to engage with ad material.
#2 Product Explorer Ads
With Product Explorer Ads brands can use 3D for the first time. People can swipe and rotate products to see them from different angles. Visitors interested in the products can click on the ad’s shop button and be redirected right away to the advertiser’s site.
#3 Collection Ads
Using Collection Ads, brands can show a main hero image with up to five smaller thumbnail images underneath. The main image stays the same as users scroll horizontally through the thumbnails. Each picture can be set up to send people to different websites or landing pages.
The establishment of Twitter as a commerce platform

The aim of these experiments is, on the one hand, to promote more interactivity and dynamic storytelling to the platform for the consumers. On the other hand, driving higher results  for advertisers. Twitter is adding more options to its ad products at a time when mobile campaign targeting and measurement are very difficult to get right and keep track of. Especially considering the increasing amount of money advertisers are spending everyday on mobile ads, the social media needed some additional function to its portfolio.

Next to the new set of ads, Twitter is trying to establish a stronger role around commerce, which is currently an open area for innovation. As we mentioned a few weeks ago, last month Twitter launched its Shop function, joining some of the biggest social media (Facebook, Instagram, Pinterest) at the top of social e-commerce platforms. Twitter can already rely on five big partners to proceed in the establishment of its e-commerce. You can find more information about it on Twitter Blog.

How do you think the new ads will impact Twitter’s usage? Will advertisers earn from the new functions? And what about users?

To answer these and other questions, keep a look on our channels! And feel free to contact us if you are looking for some clarifications. 

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