Twitter is experimenting with the full-screen format. Ads in Fleets are currently being tested. But the company does not rule out introducing the format in other areas as well.
Half a year ago, Twitter launched Fleets, which, like the story feature, work on other social platforms. The short message service is now planning further innovations for the format. How on the company blog announced, full screen ads are now being tested in the fleet.
Reach more Twitter users with ads
Users are already familiar with vertical ads from other social apps such as Snapchat and Instagram. The ads in 9:16 format are played between the fleets of other users, according to the blog:
Fleet ads are full-screen billboards for advertisers. Appearing in between Fleets from people who are sharing pictures from the dog park in Fort Funston or video of their morning coffee stroll in Williamsburg, Fleet ads are all about connecting your message with the everyday. Fleet ads are a space for brands to be creative: go behind the scenes, have a creator take over your account, or share a hot take.
This means that companies now have the opportunity to test users in an environment in which full screen only the ad can be seen – between content that users like to consume. Accordingly, companies should ensure that their content is natively embedded in the environment and that they create ads that are similar to other fleet content.
A first step: full screen is to be extended to other areas
At the beginning, the Fleet Ads should only be available to a handful of advertisers and only be shown to a few US American users. If these accept the format well, Twitter does not rule out embedding full screen ads elsewhere. Twitter is also currently developing several formats that users can use to monetize their accounts. This includes a newsletter service or the super follow feature. With Twitter Blue, a payment model could soon come onto the market. The company is also working on its own income streams. It was recently announced that users would soon be able to work for a Weather service integrated into the platform, can pay.
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