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Twitter testing new ad unit to curate multiple tweets within a single ad

Twitter has started testing a new ad unit called Promoted Tweet Carousel. With this advertisers will be allowed to curate multiple tweets within a single swipeable ad unit. They will be able to use their own tweets and tweets about their brand by users, however only if users have given express permission to the brand. They also have the option of including content from niche creators; tweets with videos, images and text.

Note that just about a week earlier the microblogging platform had dissolved its commerce team and paused development on its Buy Button ad unit.

Disney, Volvo Car USA and Gatorade are some of the companies currently testing Promoted Tweet Carousel.

Dynamic product ads

Twitter has integrated TellApart’s technology in its dynamic product ads (DPA) unit, COO Adam Bain said during the company’s Q1 2016 earnings conference call. This is the first instance of Twitter bringing TellApart’s technology onto its platform. He mentioned that “both the click-through rates and the conversions (are good), which show that it’s performing for marketers all the way through the funnel.” Twitter will now be looking to bring marketers’ remarketing budgets onto the DPA platform at scale, and work with its API partners and other third-parties to make the process quicker. The company believes that the Audience Platform will benefit from this, as well as targeting of both logged in and logged out users.

Twitter’s monetization plans

Monetization was one of the primary focus for Twitter under former CEO Dick Costolo, who stepped down in June 2015. The company had introduced a host of monetization products, including its Promoted Video platform, which the company had begun testing back in March 2014 in partnership with the NBA.

Though some of these monetization initiatives, like Buy Button, have been discontinued, the company is looking for other avenues. The company plans on monetizing Periscope and Vine by bringing them to Twitter, and allowing marketers to carry out targeting campaigns and measurement through the tools available on the platform. Twitter also plans to expand the promoted video ad unit with Periscope option for marketers in this quarter by bringing it to the Android platform as well. Up until now, it was available only on iOS.

Other developments

– Earlier this month, Twitter executives Jana Messerschmidt, the head of business development and Nathan Hubbard, head of media and commerce, were planning to leave the company. Twitter will reportedly promote Ali Jafari, it’s VP in charge of running the Amplify video advertising business, to take over media and business development as well. Jafari is expected to lead the 3 separate divisions as one unified unit.

– In April, the company had launched First View, a tool for marketers which lets them gain top spots (by placement) on the platform via video, in India, and 28 other APAC countries like Indonesia, Japan, Malaysia, Philippines, Singapore and Australia. First View was first launched in the US in February this year and allows marketers to scale video marketing campaigns and real time public conversations on Twitter.

– A month earlier, Twitter renewed its partnership with Komli Media till March 2017. The partnership was first signed in 2012 and will let Twitter expand its promoted products advertising suite and help it monetize those.

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