Twitter has kicked off pilot testing of three new ad formats earlier this week. These formats include interactive text ads, product explorer ads, and collection ads.
“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,” said Group Product Manager Madeline Bayer and Product Manager Lauren Nagra.
Bud Light, Oreo, and Wendy’s are the other brands testing these ads. They are trying interactive text ads with a larger and bolder typeface. In such ads, advertisers can highlight up to three words in their ad copy which can bring the audience to a landing page when clicked. They can select from ten 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.”
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.”
When it comes to product explorer ads, 3D comes into the mix for brands for the very first time. Consumers can rotate and swipe products to view them from different angles. If they want more information on the products, they can click on the ad’s shop button and go to the advertiser’s page.
As for the collection ads, brands can display a primary hero image and five smaller thumbnail visuals. The primary image remains static when the users horizontally scroll through the thumbnails. Every image can lead the audience to different websites or landing pages.
Only a handful of brands like Bose, Lexus, and New Balance in the U.S are testing these ads.
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.”