Twitter is testing new types of interactive ads to boost its promotional appeal


Your Twitter feed is about to get a whole lot more interesting, with three new advertising formats in the works This, to advertisers, looks very impressive, but to users, it might make your feed look a bit more commercial, which might take a little getting used to.

First, Twitter is rolling out a new format called “Interactive Text Ads,” which will allow advertisers to connect landing pages to chosen words in their larger ad text.

And as you can see here, the new display is very different from your usual tweets.

As explained by Twitter:

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

Brands will also be able to choose from 10 highlight colors for their chosen terms, making this a very eye-catching and potentially blocking consideration.

But it’s a big change, one that Twitter users will no doubt have opinions on. However, it is a nice innovative solution, which could arouse great interest.

A small number of US-based brands are currently testing the new interactive text format.

Next up is “Product Explorer Ads”, which is probably the most impressive new format of the three.

Twitter Product Explorer Ads

As shown here, Product Explorer ads will showcase your products in 3D in your promoted tweet, with users then able to swipe and rotate the item to view it from different angles.

Facebook, Pinterest, Instagram and Snapchat already offer similar offerings, but this is the first time that Twitter has taken another step towards a fully interactive 3D display. And it looks great and will no doubt be a popular consideration as it becomes available for more brands.

Finally, Twitter is testing “Collection Ads” which allow brands to display a range of images to accompany the main purpose of the tweet.

Twitter collection ads

“Brands can display a main hero image with up to five smaller visual thumbnails below. The main image remains static while consumers can browse the thumbnails through a horizontal scrolling experience.

Even more interestingly, each image in your collection can lead consumers to a different website or product landing page.

Twitter is currently testing Collection Ads with selected advertisers in the United States.

Its three new ad formats will be viewable by iOS, Android and web users, with the interactive elements working across all versions of the app.

These are certainly some interesting experiments – some of Twitter’s most ambitious ad formats to date, and with the platform looking to dramatically increase usage and revenue over the next two years, it needs to do whatever it takes. it can to introduce new options and attract more advertisers with its offerings.

Which these will no doubt do – although not yet ready for a full launch:

“As we launch early experiments, we will strive to understand how new formats resonate with consumers and drive results for advertisers. We will test, learn and iterate based on customer performance and feedback.”

So there’s no set date for a full release, but Twitter will look to bring its new ad formats to all brands and regions soon, providing more ways to engage your tweet audience.

You can learn more about Twitter’s new ad experiences here.


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