As Twitter‘s user growth stalled to a crawl, the company’s plan to increase monetization became how to make money off of unique visitors, meaning people who came to the site and either didn’t log in or didn’t have an account at all.
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“What we’re launching is a way for marketers to target more of Twitter’s total audience than they’ve ever had before”, Bain told CNBC. “Marketers can now maximise the opportunities they have to connect with that audience”, the company said in a blog post. Also, Twitter says the initial focus will be on campaigns to drive website clicks and conversions, as well as video views.
The new feature is similar to the “While you were away” feature that Twitter introduced early this year, which recaps some of the most relevant tweets (determined by engagement and other factors) if you’ve been logged off the site for a while.
Thomson ReutersA person holds a magnifying glass over a computer screen displaying Twitter logos(Reuters) – Twitter Inc confirmed on Tuesday it is testing a timeline format for its tweets, calling it an experiment.
The new ads feature was being tested with some advertisers in the United States, U.K., Japan and Australia, Twitter said on Thursday. The ads will even be available on embedded tweets in Google Search, potentially reaching even more viewers than anticipated. Buoyed the potential of Moments, its ability to sell ads n third-party apps through services like MoPub, Twitter’s plan to sell ads to unregistered users is starting to gain momentum and it’s just a matter of time before the ads start to appear in more places online.
So far investors seem happy about the news, sending Twitter’s stock up 6.37%, to $25.87 a share. The same could happen if you are looking at the profile page for ESPN and see a Promoted Tweet from the NFL, NBA, or a business partner. This follows the company’s latest attempts to simplify the service for newer users, to expand the user base and engagement levels on the platform. Twitter is getting a foot into search, and this should allow for a radically expanded market for advertisements.
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The ads shown to logged out users will be in the form of promoted Tweets.
