Twitter rolls out interactive 3D product ads

Twitter is aiming to make feeds more interesting, both to users and advertisers, by launching three new ad products.

Twitter rolls out interactive 3D product ads

Social media giant Twitter is launching three new ad formats, designed to bolster user engagement advertisers' branded content.

One of the new formats takes the shape of interactive text ads, which will allow brands to connect landing pages to chosen words within their Tweeted ad copy.

Next is product explorer ads, which is probably the most interesting new format of the three. This feature will present products in 3D inside the promoted tweet, with users being able to swipe and rotate the item to see it from different angles.

Facebook, Pinterest, Instagram, and Snapchat already have similar offerings, but this Twitter's first step into a fully interactive, 3D ad display.

Meta partners with Vntana to show 3D ads on Facebook
The integration allows brands to upload 3D models of their products on Facebook and Instagram, then convert them into ads.

Its final ad feature is called collection ads, which allows brands to display various images to accompany a main tweet focus.

Twitter is currently testing collection ads with a selection of advertisers in the US. New Balance and Bose are among the marketers trying product explorer and collection ads.

The new ad formats will be visible to Twitter users on iOS, Android, and the web. Interactive elements will work across all app versions, encouraging users to take key actions like visiting a website or opting to learn more about a brand.

Broadly, social platforms are making adjustments to account for disruptions to the ad ecosystem at large. Google in February announced a similar plan for its Android operating system, whereas Apple last year made its mobile Identifier for Advertisers an opt-in feature by default, which has put a dent in the revenue of apps like Facebook and Snapchat.

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