Twitter Tests Three New Ad Formats

Looking to simplify and heighten the effectiveness of its advertising suite, Twitter is testing three new ad formats that it hopes will give advertisers more creative and innovative options, while providing users with a more immersive and interactive experience.

Starting this week, Twitter is launching pilot tests for what it calls Interactive Text, Product Explorer, and Collection Ads.

According to Twitter, Interactive Text ads will help brands tap into text with larger, bolder typeface than the standard Twitter timeline font.

Advertisers will be able to highlight three words in their ad copy attached to clickable links to landing pages chosen by the brand.

As a social network built upon the importance of constant conversation, Twitter hopes that 10 highlight color options will help ads catch user's attention as they scroll through a timeline.



Twitter says that “a handful of brands in the U.S.” will be testing this format, including Oreo, Bud Light, and Wendy's.

Product Explorer, on the other hand, will feature products in 3D. While Facebook, Snapchat, Pinterest and Instagram have already made this step, it will be a first for Twitter.

Consumers will be able to see a 360-degree view of a brand’s product by swiping and rotating with their finger. If they like the product or want to learn more, they can then click directly on the ad’s shop button and head to the advertiser’s website.

Lastly, Collection Ads enables brands to showcase one larger "hero image" with up to five smaller thumbnail visuals per tweet. While the hero image remains static, users can scroll through the thumbnail images, all of which will drive them to different websites and landing pages.

Twitter says that New Balance, Lexus, Bose, and "a few other select brands in the U.S." will be piloting Product Explorer and Collection Ads.

All three ad formats will eventually be available to users in the U.S. via iOS and Android devices and the Web.

No date is set yet for launch, as Twitter plans to test to determine how consumers and advertisers will react.

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