Twitter is experimenting with ways to monetize Fleets, the Snapchat-like disappearing tweets it introduced last November. (Adweek)
The company announced Tuesday it will begin pilot testing Fleet ads in the U.S., which will bring full-screen, vertical-format ads to Twitter for the first time, allowing it to better compete with the vertical ads offered across social media platforms, including Facebook, Instagram, Snapchat and TikTok, among others. (TechCrunch)
The ads support images and video in 9:16, and videos can be up to 30 seconds long. Brands can choose to add a “swipe up” call-to-action and will be able to access standard Twitter ad metrics, including impressions, profile visits, clicks, website visits, and other information. (The Verge)
The test ads will be visible for a limited group of people in the U.S. on iOS and Android. Wendy’s is participating in the pilot, along with nine other advertisers in the consumer packaged goods, tech, dining and retail spaces, the company said. (CNBC)