Less Is More, as Twitter Begins Cleaning Up Its Ad Product Suite

Twitter unveiled a cleaned-up advertising product suite Wednesday, consolidating 22 individual ad product names into five categories and outlining which features apply to those categories. “We need to make sure that from day one, we make it easier for businesses to onboard,” product lead for revenue Jameel Gbajabiamila said during a press call Wednesday. Revenue product lead Bruce Falck said during the press call, “(CEO Jack Dorsey) always likes to say words matter, and we definitely believe that, too.” Sarah Gallagher, who works on strategy and operations for business product marketing for the social network, wrote in a blog post Wednesday, “We heard from advertisers that we should use clearer, more straightforward language that better aligns with what they expect when it comes to advertising—and we embarked on a journey to do exactly that.” The five categories are: Promoted Ads: These formats can feature images, videos and various ad features, and they can be used in multiple ways across each stage of the marketing funnel.Follower Ads: This format can be used to promote an account to a targeted audience in order to build awareness and attract new followers.Twitter Amplify: Advertisers can align their ads with premium video content from the most relevant publishers.Twitter Takeover: This category includes the most premium, mass-reach placements that drive results across the funnel by taking over the timeline and Explore tab.Twitter Live: Advertisers can broadcast their biggest moments to the world and allow an audience to join in real-time. Each of those categories contains subcategories with specific formats that advertisers can choose from. Gallagher gave the example of Twitter Takeover, which includes individual ad products Timeline Takeover, Trend Takeover and Trend Takeover+. “The best ad products in the world don’t mean anything if you don’t have a large and engaged audience,” Falck said during the press call. The changes will be rolled out gradually, with previous product names being phased out over the next several months, but the updated names are already reflected in Tweet Composer, and Gallagher said Twitter is continuing work on improving its Ads Manager experience. The social network also previewed other changes it expects to implement throughout the year. When asked about the monetization potential for Twitter’s new Spaces audio feature, Falck said the company is “very excited about Spaces. We think it makes a ton of sense on Twitter. Clubhouse is obviously gaining a lot of traction. Our philosophy with any new surface area is that we want to be able to do a fast follow. We’re very much in research mode with thinking about how to monetize Spaces, but it’s still early days.” Group product manager Kamara Benjamin addressed the improved application install solution, which debuted during the second half of last year, saying Twitter was very encouraged by early results and adding during the press call, “Historically, we haven’t been very good at direct-response advertising, but that’s something we’re working to change.” Senior director of product management James Kelm discussed a Quick Promote feature Twitter is currently testing, which will enable businesses to set up campaigns with just a few taps, while senior product manager Madeleine Bayer showed off branded likes, or customized like buttons with brand imagery. Vice president of global client solutions Sarah Personette wrapped up the press call by saying, “We continue to innovate on Twitter. We’re launching new products and features that make it easier for users to join the conversation. Twitter is video. Twitter is the place for live events. Twitter is becoming a full-funnel marketing solution. Advertisers are excited to partner with Twitter to drive lower-funnel marketing objectives and real business outcomes.”

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Less Is More, as Twitter Begins Cleaning Up Its Ad Product Suite

22 individual ad product names are being consolidated into 5 categories

David Cohen

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David Cohen