Twitter Experiments With New Ad Formats That Deliver Value For Advertisers & Consumers Alike
Source: Twitter
Twitter is experimenting with new ad formats. The company is piloting Interactive Text, Product Explorer, and Collection Ads in an effort to deliver value for advertisers and consumers alike. Brands such as Oreo, Bud Light, Wendy's, New Balance, Lexus, and Bose are currently testing them.
Below is a breakdown of each of the formats:
Interactive Text: This text-oriented ad format allows advertisers to include up to three words in their ad copy in a larger, bolder font than Twitter's standard font. When clicked, it takes consumers to the brand's landing page.
Product Explorer: Twitter advertisers can showcase their products in 3D for the first time. Users can swipe and rotate products to see different angles of the product. In addition, they can click through to learn more about the product or purchase it.
Collection Ads: Advertisers can display a hero image and up to five smaller thumbnail images below it with this format. The hero image is static, but consumers can scroll horizontally through thumbnails. Each thumbnail can drive consumers to different websites or product pages.
This trio of ad formats is an upgrade from Twitter's original suite of ad products. They enable advertisers to reach consumers more creatively and innovatively. With options to leverage interactive text, 3D imagery, and multi image-collections, marketers can choose the best formats for their brand and products to reach their target consumers.
Unlike Instagram and TikTok, Twitter doesn’t have a dedicated ad format for helping brands amplify influencer content. With its push for creators though, that could change in the near future. For the time being, Collection Ads could be an effective way for brands to amplify content from their influencer partners. As an example, a fashion brand could take creator assets and use them as hero and thumbnail images as well as drive traffic to respective product pages based on items featured in content.
