Twitter has had Promoted Accounts since 2010, and launched them in its mobile apps last year.
The company has been testing a feature on iOS and Android that shows account recommendations, which leverage tweetsas a call to action, and are shown right in the timeline as a native ad. This is being expanded to all advertisers globally. It will now be an option alongside the Promoted Accounts format that appears in the Who to Follow section.
“For example, a new coffee shop could run a geo-targeted Promoted Accounts campaign in timeline to build awareness about their business and explain why users should follow them on Twitter,” suggests Twitter.
Advertisers running these types of ads are only charged when a user follows the account.
“Our hope is this enhancement to Promoted Accounts will make it easier for businesses to connect with the 76% of our users who access Twitter on their mobile device, and help users connect with the brands they care most about,’ says product manager Tarun Jain.
Now that Twitter is public, the ad platform enhancements are coming fast and furious.
Last week, Twitter launched broad match for its keyword targeting feature. Additionally, Twitter’s MoPub launched native ads.