Twitter Begins Pilot Tests for 3 New Ad Formats

Twitter kicked off pilot tests this week for three new ad formats: Interactive Text Ads, Product Explorer Ads and Collection Ads. Group product manager Madeleine Bayer and product manager Lauren Nagra said all three formats will be visible to U.S. users on Android, iOS and the web, adding, “As we kick off early experiments, we’ll aim to understand how the new formats resonate with consumers and drive results for advertisers. We’ll test, learn and iterate based on performance and customer feedback.” Bud Light, Oreo and Wendy’s are among “a handful” of brands in the U.S. testing Interactive Text Ads, which feature a larger, bolder typeface. Advertisers can highlight up to three words in the copy that bring people to landing pages they choose when clicked, and they can select from 10 highlight colors. Bayer and Nagra wrote, “Not only will it be easier for these ads to catch the eye as people scroll through their timeline, but the highlighted words will offer a new way for consumers to engage with ad copy.” Product Explorer Ads bring 3D into the mix for brands for the first time, and consumers can swipe and rotate products to view them from different angles. Should they desire more information, they can click directly on the ad’s shop button to go to the advertiser’s website. And Collection Ads enable brands to display a primary hero image, joined by up to five smaller thumbnail visuals, with the primary image remaining static while users horizontally scroll through the thumbnails. Each image can be set up to bring people to different websites or landing pages. Select brands in the U.S. are testing Product Explorer Ads and Collection Ads, including Bose, Lexus and New Balance. Bayer and Nagra wrote, “Over the past two years, we’ve been working hard to simplify our ad suite, make our products more performant and measurable and give advertisers more options and new controls. As we look ahead, we see untapped potential to develop more creative and innovative ad formats that ultimately deliver results and value not just for advertisers, but also for consumers and creators.” They continued, “We see a future for Twitter ads where our products can: Give advertisers opportunities for more creative storytelling and brand expression across every stage of the funnel; offer consumers a more immersive, rewarding and interactive ad experience; and help advertisers further lean into and unlock the power of conversation on Twitter. You’ll see us experiment with ad formats that help us work toward these goals and bring this ad vision to life on Twitter.”

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Twitter Begins Pilot Tests for 3 New Ad Formats

Interactive Text Ads, Product Explorer Ads, Collection Ads

David Cohen

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David Cohen