Twitter’s Updated Carousel Ads Roll Out Worldwide

2 to 6 horizontally swipeable images or videos can be included

Twitter's new carousel ads include an edge-to-edge design Twitter

Twitter rolled out its revamped carousel ads for all advertisers globally Wednesday.

Senior director of product management Jonathan Lewis said in a blog post, “Carousel ads are designed to help drive better performance by providing a more immersive and interactive experience for consumers to engage with, as well as to enable future opportunities within our mobile application and website performance objectives.”

Carousel ads enable advertisers to include between two and six horizontally swipeable images or videos with the goal of driving Twitter users to an app or website.

The ad unit is available via the tweet composer in Ads Manager or the social network’s Ads API (application-programming interface), and they can either be deployed organically or promoted.

Other changes to Twitter carousel ads include an edge-to-edge design, third-party measurement reporting, accessibility support and new reporting features, such as swipes within the ad and breakdowns of the performance of individual cards.

Lewis said that during beta-testing, Twitter saw an average increase in click-through rates of 15% compared with single-asset formats for website carousels, along with a 24% climb in installs per impression versus single-asset formats for app carousels.

He wrote, “We expect these results to change in general availability and to vary across different regions, platforms and industries. However, it is a positive sign as we release this format globally and continue to invest in performance products.”

Further information on Twitter carousel ads is available here.

Lewis concluded, “This is an early step in our journey. To build a more effective performance advertising business, we are increasing our investment across various initiatives, including updates to our mobile app objectives, such as stronger bidding and optimization options; enhancements to the Twitter website tag that aim to drive up the accuracy of key advertiser campaign metrics, such as return on ad spend; and improved creative advertising formats.” David Cohen is editor of Adweek's Social Pro Daily.