Twitter announced that it's testing a new offering for advertisers called Twitter Offers, whicn enables them to provide card-linked promotions to users.
When a Twitter users sees a Twitter Offer in their timeline, they can add it to their credit or debit card, and redeem it in real time using their card at the store that offered the deal.
"Because the offer is tied to their card, redemption is seamless and easy: there are no coupons to redeem at the point of purchase. After the purchase, the cash back savings appear on their card statement within a few days," says group product manager Tarun Jain.
"With Twitter Offers, advertisers will be able to attribute redemptions directly to their campaigns on Twitter, so that they can effectively measure the ROI from their promotions, even when redemption happens offline," adds Jain. "Additionally, we make it easy for merchants to get up and running because they can use their existing payment network, there’s no change to the consumer purchase process, no employee training and no new hardware or software to install. By leveraging Twitter’s robust targeting capabilities, advertisers can tailor their promotions and campaigns to the right audience, while optimizing for performance."
Twitter will encrypt and store users' card information so future offers are easier to take advantage of. The info can also be removed at any time if the user prefers.
Twitter is only testing the Offers with a few brands for now, and it's only in the U.S. until further notice.
This follows Twitter's previously announced testing of a buy button, which you can currently use from select brands.
Images via Twitter