25. 03. 2021 , Pavel Kotov
Twitter microblogging service announced new features for advertisers, and also updated the algorithm that determines what advertising content users see. The innovations are focused on the direction of e-commerce, which the company plans to implement in the foreseeable future.
Source: reuters.com
The company announced plans to increase its sales as soon as possible by strengthening the direction of the advertising business, which, according to the planned strategy, will allow it to double its annual revenue to 2023 year. The ultimate goal of the service is to implement the ability to sell products directly on the platform, but as a preparatory stage, it was decided to improve advertising algorithms – to show users more relevant ads and, thus, increase the likelihood of clicks on them.
Kamara Benjamin, Product Manager on Twitter, commented on the innovation: “Effective advertising is a very big opportunity that we are relatively uncovered. Ultimately, people will be able to install applications, visit sites, and find products that meet their needs. ”.
Ads with mobile games and other apps make up a significant proportion of social media ads, and now, according to Twitter, platform users will be able to initiate their download without leaving the application, although until now it had to be closed. The service is currently working on new tools that will allow companies to be more likely to find customers who are really interested in their products and services.
Advertisements in slideshow format with multiple positions will allow users to navigate to different pages from different slides, whereas previously there was only one link for the entire ad. This increased the number of clicks by 25%. In addition, the new algorithm assumes that ads are shown to a larger number of users immediately after the launch of the campaign, which allows them to more accurately determine their area of interest.
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