Twitter Introduces Conversational Ads: Here's How Marketers Can Benefit

Twitter Inc TWTR announced in a blog post on Tuesday a new feature available to marketers called Conversational ads. According to Andrew Bragdon, Twitter's Revenue Product Manager, marketers traditionally engaged with Twitter's user base through promoted ads by posting compelling images, videos and hasthag campaigns. The company's new Conversational ads take this a "step further" as it will include a call to action button that encourage consumer engagement. Examples of possible engagement include a question to consumers, such as "which coffee blend is right for you?" Potential answers include "#HouseBlend" or "#DarkRoast." When the call to action button is selected, a user is greeted with a page that has a pre-populated brand message and can then be personalized and shared with his or her followers. " Each shared Tweet is powerful because it drives earned media for the brand at no extra cost, resulting in higher ROI," Bragdon wrote. "Additionally, research has shown that organic conversation about a brand delivers significant value for advertisers." Shares of Twitter were trading lower by 2.53 percent at $21.99 on Tuesday with two hours of trading remaining.