Twitter announced that it will launch a new ad format that lets mobile users swipe to open an app or website directly from an ad.
The new Carousel ad format lets advertisers put together multiple images and videos in a single carousel.
Up to six images can be combined in this way through the Tweet Composer of its Ads Manager platform.
The social network shared findings that app carousel formats boosted installs by around 24% compared to other formats relying on single images and videos.
Click-through rates were 15% higher when using carousels.
Twitter hopes that the introduction of carousel ads provides marketers with more options to show off their ad creative and reach a growing audience across the microblogging app.
At the time of lockdowns due to the global pandemic, mCommerce is growing and retailers are looking for new ways to reach out to potential shoppers. Similarly, app developers are diversifying how they engage with potential users.
Meanwhile, app install ads are predicted to rise 32% in 2020 and 54% of app marketers are looking to spend more on the format.
The introduction of carousel ads then comes at a good time for Twitter and builds on its growing portfolio of options for advertisers.