Twitter Inc (NYSE:TWTR) wants its users to engage in more activities on its website and its given advertisers a tool to lure them in with “Conversational Ads.”
The new form of Twitter ads allows companies to lock content, such as pictures or trailers, out from users. To see the content in the Tweets, users will have to interact with them. This can include Retweeting the Tweets or responding to them.
According to Twitter, 34 out of 100 people that view the new ad format will take an action to see the exclusive content. The ads first showed up earlier this year. However, at this time they were only usable by certain companies as part of a test run. Now any advertiser on the social media platform can use them, reports Mashable.
“These formats are exclusive to Twitter and make it even easier for consumers to engage with and spread a brand’s campaign message,” Ilya Brown, TWTR’s Head of Product, Brand & Video Ads, said in a blog post. “It’s a powerful way for advertisers to extend their presence across Twitter.”
TWTR also announced that advertisers can view advanced analytics for Conversational Ads. To do this, advertisers will have to go to their Twitter Ads dashboard. Here they can see engagement metrics and earned media from the ads.
Twitter first announced Conversational Ads in January and several advertisers were excited about the new feature. Both Samsung Electronic KRW5000 (OTCMKTS:SSNLF) and Lifetime praised it as a better way for them to engage with users on the social media website.
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