Since the Twitter’s IPO last fall there has been no lack of innovation with ad promotions. From retargeting to customized viewers to promoted accounts in search, Twitter has been active. According to Digiday, a new test will focus on bolstering the Direct Response abilities that the network can offer. Twitter-Large
The brand new ad type being examined is a “click-to-call” action that will presumably display a large button along with an ad. The user will then be able to easily call the advertiser with one click. This would be an interesting option for a assortment of advertisers such as local (booking events, making reservations) or lean gen (tracking calls and leads). Mix this with some of the additional targeting options that Twitter offers (such as tailored lists) and advertisers can try to encourage phone calls from a current user base or target a particular 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.” Obviously this isn’t Twitter’s first rodeo into DR ads. Last year they released the “lead generation card” for advertisers that granted for an immediate internet lead. The call function 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 brand new targeting is only an test at the time, but would likely be welcomed by advertisers with open arms.