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Twitter enables Conversational Ads for all advertisers
webmaster| 5 de agosto de 2016
Twitter lanzó los Conversational Ads en modo beta a inicios de 2016
Ilya Brown, Head of Product, Brand & Video Ads at Twitter explained in the social network blog that all global advertisers can now use Conversational Ads, together with a brand-new Instant Unlock Card that encourages people to Tweet to unlock exclusive content. These tools aim to motivate conversations about brands in the network. Both products began to work on a trial basis at the beginning of 2016. Conversational ads contain compelling images or videos that include call-to-action buttons with customizable hashtags. With Instant Unlock Card users are offered access to exclusive content, such as film’s trailers, exclusive Q&A or behind cameras, after the Tweet is sent. “These formats are exclusive to Twitter and make it even easier for consumers to engage with and spread a brand’s campaign message. It’s a powerful way for advertisers to extend their presence across Twitter. During the trial, brands saw an average 34% earned media rate. That means for every 100 paid impressions, an advertiser receives 34 earned impressions” Brown said. Coca-Cola and Marvel have been two of the brands using this tools during the trial period and are very happy with the technology. Twitter also announced advanced analytics to help brands keep track of conversational ad units.
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