During its Q2 briefing, Twitter announced changes to its products for advertisers and gave an update on the issue of safety on its platform. The company rebranded its advertising product suite to simplify and create clarity around Twitter’s ad product offerings.
This update comes after advertisers requested for a clearer, more straightforward language that better aligns with what they expect when it comes to advertising.
After an extensive discovery and research process, Twitter has recategorized and rebranded its entire ad suite. It has gone from 22+ individual ad format names to just 5 advertising categories with a corresponding suite of features that can be applied across them.
The new categories are:
- Promoted Ads: These formats can feature images, videos, and various ad features. They can be used in multiple ways across each stage of the marketing funnel.
- Follower Ads: This format can be used to promote an account to a targeted audience to build awareness and attract new followers.
- Twitter Amplify: With Twitter Amplify advertisers can align their ads with premium video content from the most relevant publishers.
- Twitter Takeover: This category includes the most premium, mass-reach placements that drive results across the funnel by taking over the Timeline and Explore tab.
- Twitter Live: With Twitter Live, advertisers can broadcast their biggest moments to the world, and allow an audience to join in real-time.
TWitter’s new and revamped ad suite:
Within each of those 5 categories, Twitter has identified sub-categories that are specific formats that an advertiser can choose to run for a campaign or add to a media plan. For example:
These changes represent a significant consolidation and are aimed at making it easier for advertisers to launch something new and connect with what’s happening on Twitter.