Twitter revealed three new products for its brand marketing, two months after the company noted that a weak demand for the product has plunged its revenue forecast of the year.
Twitter's VP of global online sales - Richard Alfonsi said that many marketeers will be able to display their ads by using a multimedia channel - which many studies have stated as the most effective and engaging tool to entice audience. The company explains that using multimedia channel for displaying ads; users will easily understand how an application works, before downloading it from the website.
Traditionally, marketeers used to promote their products by sending images, sending emails or delivering direct mail by attaching colorful templates, samples, and more. Now, Twitter’s new products will give more options to marketeers about what type of user actions they wish to choose to pay for.
Instead of paying whenever a user taps on an action link, for instance, marketeers can select to pay just when a user downloads an application or installs the product advertised over the web. Marketeers can likewise bid for marketing space by quoting the amount that they are willing to pay for users to install their application after watching their ads.
Initially, Twitter said that its direct response advertisements did not generate more income as expected by the company, and in this way, it cut its annual income estimate by about $200 million. The microblogging website said that it expects the new direct response products will attract marketing company to vest heavily on the marketing platform.
A selected group of marketing executives that the company has declined to name; is now testing the products that are aimed at advancing user engagement with direct response advertisements, intended to encourage call-to-action links or downloading an application. The products are being tested, but Twitter said that it anticipates products will be available to marketeers by the third quarter of the year.
Last year, Twitter unveiled a mobile application promotion that enables marketeers to pay for their advertisements to display on applications, which Twitter has partnered with ride-sharing and gaming apps. Alfonsi said that the company is working to expand this offering to more marketeers in near future.