Expectation breeds innovation, especially in the months after announcing an IPO. Twitter is moving fast and making good on its promise earlier this month to introduce 15 more ad types in 2014. Most recently, Twitter announced Website Cards, which enable marketers to combine attractive visuals with context and a call-to-action, and a link to an external site. Also, marketers can feel confident knowing the ads scale appropriately for display on different platforms.



{Twitter Website Card}


If the format looks familiar, it’s because Twitter Website Cards may remind you of Facebook Page Post Link Ads. Facebook has offered ads driving users to external domains on the right hand side for many years, but since its introduction of Promoted Posts in 2012, formats for Page Post Link ads featured in the News Feed have been improved to appear visually attractive and display consistently across desktops and mobile devices.


Facebook Example

{Facebook Page Post Link Ad}


In our experience with Page Post Link ads on Facebook, ads driving users to external sites featuring larger visuals yielded higher CTRs and attracted more interactions (comments, likes and shares) than other ad formats. Because marketers can also take advantage of Twitter’s interest, keyword and tailored audiences segments to ensure they attract qualified traffic to their sites, we expect Website Cards to yield similar results in regard to CTR and engagement.
Twitter Website Cards are rolling out to advertisers everywhere today, and you can expect more formats to come as the company seeks to generate more revenue and catch up to competitors with more mature and versatile social advertising platforms. Are you planning to experiment with this new Twitter ad format? Let us know in the comments!