Digital Marketing News

Twitter Re-Brands its Ad Options in Order to Simplify its Promotional Offerings

Twitter has announced a re-branding of its ad products, which essentially streamlines its different options into fewer, grouped segments. This actually helps to provide more clarity around its various ad offerings and makes it easier for brands to find the right promotional option/s for their needs.

According to Twitter: “After an extensive discovery and research process, we have recategorized and rebranded our entire ad suite. We have gone from 22+ individual ad format names to just 5 advertising categories with a corresponding suite of features that can be applied across them.”

Check the New Twitter Ad Categories in 2021 | DMC

As you can see above, while the re-branding of its ads doesn’t provide new ad options, Twitter has sought to clarify what each different ad type can be used for, and this is by sorting them into broader categories of focus.

Here are the new Twitter ad categories:

  • Promoted Ads: These formats can feature images, videos, and various ad features. They can be used in multiple ways across each stage of the marketing funnel.
  • Follower Ads: This format can be used to promote an account to a targeted audience to build awareness and attract new followers.
  • Twitter Amplify: With Twitter, Amplify advertisers can align their ads with premium video content from the most relevant publishers.
  • Twitter Takeover: This category includes the most premium, mass-reach placements that drive results across the funnel by taking over the Timeline and Explore tab.
  • Twitter Live: With Twitter Live, advertisers can broadcast their biggest moments to the world, and allow an audience to join in real-time.

Based on the Twitter ad categories, the new listing doesn’t include super-advanced promotional tools like hashflags, the hashtags with emojis automatically attached, even though those are not readily available to everyday Twitter advertisers, so it makes sense to leave them off this list.

The simplification makes sense, it should be mentioned that it is sometimes difficult to remember all of the numerous Twitter ad options available, and where they fit. Therefore, this new overview makes it much clearer what Twitter offers in each category, which will help advertisers understand the best options for their approach, and how they can reach Twitter audiences.

Moreover, Twitter says that it will be phasing in these changes over the coming months: “The updated names are already reflected in our new Tweet Composer, and we’re continuing to improve our Ads Manager experience, which paired with these changes, will make it easier to set-up and manage campaigns.”

The new Twitter ad categories are an update that will help Twitter marketers make the best use of the options available for their promotions on the platform.

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