for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
Twitter is rolling out an Instagram-like carousel ad more than six months in the making.
The new type of ad unit that lets brands place multiple tweets, in some cases from users themselves, in a carousel format that lets people swipe through. Digiday first reported in January that it was working on this.
— Twitter Advertising (@TwitterAds) June 3, 2016
The unit, called a “Promoted Tweet Carousel,” lets companies jam up to as many as 20 tweets into it, including videos, pictures and tweets from satisfied customers as long as they give the advertiser explicit permission to use their tweet. Twitter is charging companies only when a user engages with a tweet in the unit.
“Since people tweet about their favorite brands and products every day, we developed this powerful solution to help marketers leverage social recommendations,” Twitter explained in a blog post.
Agencies welcomed the new unit of using people’s tweet since a post from a normal sometimes holds more clout than a celebrity.
Twitter is also likely hoping to replicate Instagram’s monster success because people are 10 times more likely to engage with a carousel ad compared to a static ad on the Facebook-owned platform. Even just a little bit of Instagram’s advertising success could be a boon to struggling Twitter.
More in Media
CNN builds in-house agent infrastructure as it prepares for AI-driven media trading
In Q3, it plans to test one or two properties to see how they’re interpreted by LLMs, before turning in Q4 to buyer behavior and whether budgets are being allocated toward agent-to-agent trading experiments.
How a ‘TikTok doctorate’ made 26-year-old Griffin Johnson a venture capitalist
Griffin Johnson made it big on TikTok back in 2019, now he runs a VC firm and uses his marketing expertise in the Derby world.
Media Briefing: Publishers debate the value of AI licensing and GEO
Publishers may be gaining visibility in AI search, but execs say the lack of traffic and licensing revenue is raising doubts about the payoff.