Ads are evolving and they no longer restrict themselves to being static images. With new ad formats, marketers have the opportunity to present interactive content with highly immersive experiences.

A 3D product image allows customers to explore products in greater detail compared to a 2D image. 3D ads are therefore appealing, and they improve metrics like engagement, conversions, and time spent on the website.

Twitter adds variety to its ads

Twitter is trying out three new ad formats. The three new ad types are Interactive Text, Product Explorer, and Collection Ads. Users might find these ad formats more commercial, but chances are they will get used to them.

This innovation could also generate interest.

Of all the three formats, there is one called Product Explorer, which will show products in 3D format. Users will be able to swipe the ad and rotate it, which will give them a better look at the products, enabling them to see them from different angles.

The Product Explorer feature

The Product Explorer feature will also have a ‘Shop now’ button, which will help consumers make  purchases on the brand’s website.

Other social media platforms such as Facebook, Pinterest, Snapchat, and Instagram have similar features. Twitter is using this innovative and interactive ad format for the first time. More and more brands might consider using this format in the future.

Interactive Text

This feature will allow advertisers to connect landing pages to certain words within their larger ad copy. Up to three words that connect users to landing pages will be highlighted within the copy.

Brands can choose from 10 colors for their highlight lighting. This will make the display look different from regular tweets.

Messages will be displayed in a bigger and bolder typeface and a video post can also accompany the ad format. Some brands like Oreo, Wendy’s, and Bud Light are trying out this format.

Collection Ads

Collection Ads allow brands to display a series of images that accompany a tweet. There will be a large hero image or oversized banner image with up to  five browsable thumbnails below it. The thumbnails can connect to a website or landing page.

The primary image will remain static, and users can browse the landing pages with the help of thumbnails and horizontal scrolling. Each image can drive users to a different product landing page or website. Bose, Lexus, and New Balance are all testing Collection Ads and Product Explorer.

Twitter will check the performance of these ad formats to see whether they lead to good results for advertisers. The new formats will also lead to more storytelling and creative expression by brands. Advertisers can now better leverage Twitter’s conversational power and give users a more interactive experience.

These ad formats will be available to people on Android, iOS, and the web and desktop, and interactive elements will be available across all versions of the app. With these formats, Twitter wants to boost usage and increase revenue over the next couple of years.