What? Twitter is bringing a new ad format and testing a new app for users who access the service on mobile devices.
Why it matters?Ad formats will be published beneath a tweet from the advertiser flowing together through users’ streams and twitter’s latest App will allow users to see who is tweeting nearby, regardless of whether one follows a user.
As 76% of twitter users were accessing the service on mobile devices in the third quarter, twitter is bringing a new ad format that promotes advertiser accounts on the service to users’ mobile tweet streams.
Timeline promoted accounts will appear on iOS and Android devices, not in tweet streams accessed on a desktop and will be published beneath a tweet from the advertiser flowing together through users’ streams. Advertisers will only be charged when a user follows the account.
The new format won’t affect the frequency at which ads appear.
This will help to keep on increasing Ad revenue from mobile as it already constitutes more than 70% of Twitter’s total. Its stock is trading at over $56, more than double its IPO price.
There is blog post announcing the new product, which shows a case for small and medium-sized businesses : “For example, a new coffee shop could run a geo-targeted promoted accounts campaign in timeline to build awareness about their business and explain why users should follow them on Twitter.”
Twitter made several updates to its ad products last month when it went public. Those changes included the introduction of TV targeting aimed at smaller advertisers who can’t afford a national TV buy and a wider rollout of retargeted ads.
Twitter’s latest app
A new feature is being tested by twitter on its mobile app that will allow users to see who is tweeting nearby, even if they do not follow them. It consists of a ‘nearby’ screen that appears as a map showing a blue dot over the user’s current location. Below the screen there is a timeline of recent nearby tweets with icons noting the location on the map.
The feature would encourage its users to allow Twitter to access their location which is currently a feature that is automatically switched-off. It would also allow advertisers targeting capabilities.