Twitter tests new Fleets ad format

Anne Freer | June 3, 2021

App Business

Twitter is testing a range of new Fleets ads, the microblogging site’s Stories format.

As part of the tests, Twitter will add adverts between Fleets.

The ads are similar to promotional ads between TikTok and Instagram Stories.

All ads will be marked by a ‘Promoted’ tag.

Fleets were launched late last year and Fleet ads are the first vertical ad format on Twitter, similar to a mobile billboard for advertisers.

For now, the ad format will be visible to select users in the US on iOS and Android.

The format supports images and video in 9:16 up to 30 seconds in length. Brands can also add a ‘swipe-up’ call to action.

Fleets ads insights include impressions, profile visits, clicks, website visits and others.

“As we experiment on this new surface for ads, we’ll take a close look at how vertical, full-screen ads perform on Twitter. We want to understand how this content performs for customers not just for Fleet ads, but for future iterations of full-screen formats on Twitter. We also believe that ads should be non-intrusive and bring value to people, so we’re focused on learning more about how people feel about and engage with this new placement. ”

Where a brand uses videos, the metrics will also show video views (6s), starts, completes and quartile reporting.

According to Twitter’s own research, over 75% of respondents said they liked the ad format and 73% said they were browsing what other people shared.

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