Starting today, Twitter is testing a new ad format in Tweet conversations on both iOS & Android where it’ll show you ads after the first, third, or eighth reply under a Tweet.
We see a big opportunity to build an ad offering that creates value and aligns incentives for creators and advertisers. But first…we test! 🧪
— bruce.falck() 🦗 (@boo) October 13, 2021
This is part of new ad features and a revamped algorithm that decides which ads users see, as part of an effort to lay the groundwork to launch future eCommerce features, the social networking company told Reuters.
The new features come as Twitter is pushing to grow its performance advertising business, a strategy that aims to quickly generate sales, and constituted just 15% of Twitter’s business last year. The effort could help Twitter reach its goal of doubling annual revenue by 2023.
The San Francisco-based company is positioning itself to eventually allow brands to sell products through the service by first improving on its ability to show users relevant ads and increasing the likelihood they will click the ad.
“Performance ads are a very large opportunity … that’s relatively untapped for us,” said Kamara Benjamin, group product manager at Twitter, in an interview. “Ultimately, this is going to lead to people installing apps, visiting websites, and finding products that meet their needs.
Ads that promote downloads for mobile games and other apps will now allow users to initiate the download without leaving the Twitter app, the company said in a blog post on Tuesday.
Twitter states it is working on new tools that will let companies run ads to find customers who are more likely to make in-app purchases.
Twitter also says Slide-show ads that feature multiple products will now send users to different websites when they click the ad, whereas previously brands could only choose one destination. This will increase the number of clicks by 25 on ad campaigns that set a goal of driving website visits.