Experimental “Click-To-Call” Ads May Soon Boost Twitter’s Direct Response Offering

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. Twitter-Large

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.

Related Topics: Channel: Social Media Marketing | Top News | Twitter | Twitter: Advertising


About The Author: is the Director of Marketing for Cypress North, a company that specializes in social media and search marketing services and web-based application development. He has been in the Internet marketing industry for 6+ years and specializes in Social Media Marketing. You can also find Greg on Twitter (@gregfinn) or LinkedIn.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!