New ads—lots of new ads—are on their way to Twitter.
Hoping to win over e-commerce companies and mobile-game developers, the communications platform will debut 15 types of new ad products and improved ways to target users over the next six months, according to people familiar with the company’s plans.
The first batch will be released in a few weeks and will include a product that will coax users to download apps through Twitter, these people said.
Twitter is testing a suite of new ads including those that let users click on a button to download apps on their phones. Credit: Twitter Twitter
Over the past year, some consumer brands have thrown more advertising dollars toward Twitter, especially during live events such as the Super Bowl or Academy Awards. Twitter’s simple suite of promoted advertising products—a trio of ads that target select users and receive preferential placements as tweets, trends and recommended accounts—haven’t resonated with mobile game and e-commerce companies whose advertising decisions are driven by app downloads, subscriber sign-ups and purchases.
Twitter’s advertising revenue, which makes up the bulk of its earnings, more than doubled in the fourth quarter to $219.6 million from the same period a year earlier. Twitter, which has yet to turn a profit, is under pressure to show its young advertising business is deserving of its current market cap of $26.9 billion Read more