Since the Twitter’s IPO last fall there has been no shortage of innovation with ad offerings. From retargeting to tailored audiences to promoted accounts in search, Twitter has been busy. According to Digiday, a new test will focus on bolstering the Direct Response capabilities that the network can offer.
The new ad type being tested is a “click-to-call” action that will allegedly display a large button alongside an ad. The user will then be able to quickly call the advertiser with one click. This would be an attractive option for a variety of advertisers including local (booking events, making reservations) or lean gen (tracking calls and leads). Mix this with some of the other targeting options that Twitter offers (such as tailored lists) and advertisers can try to spur phone calls from a current user base or target a specific user set that hasn’t yet interacted with the brand.
Twitter’s VP of global online sales, Richard Alfonsi, told Digiday “We’ve always been strong in terms of upper-funnel, brand-oriented goals; engagement, awareness and capturing events and moments … Direct response is thinking about the lower-funnel conversion-oriented goals.” Of course this isn’t Twitter’s first foray into DR ads. Last year they launched the “lead generation card” for advertisers that allowed for an instant internet lead. The call feature will be a boon to those companies that actively seek phone calls and allows for instant communication while the lead is still hot, an important part of Direct Response.
This new targeting is only an experiment at the moment, but would likely be welcomed by advertisers with open arms. For more, see Digiday.