Conversational advertisements debut on Twitter

Aishwaria Sonavane
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Conversational advertisements debut on Twitter
Twitter announced a new conversational advertisement segment enabling advertisers to gain more traffic on their pages and personally communicate with people to build their brands.

This format makes it easier for consumers to engage, reach a larger audience and hold a strong presence on the social media site. Until now, brands utilized promoted tweets to enlarge engagement with persuasive videos, images, campaign hashtags that compel re-tweets, likes and follows.

The social media network takes a step forward this year, with the addition of this segment which is more like a poll question, hence giving brands a transparent idea of the minds of consumers. The poll allows users to choose from multiple hashtags.

After they select their option, they will be presented with an automated tweet featuring their chosen hashtag, which later they can personalize. Finally, they will receive a message from the brand thanking them for their participation.

Each shared Tweet is influential because it drives earned media for the brand at no extra cost, resulting in higher ROI. The ads are live in beta with select brands across the world, with Samsung one of the first to try them.

Conversational ads, as the name suggests is far more interactive by not just sharing a marketer’s tweet, in fact adding a small personal touch to it. This may flourish a new trend on Twitter giving a chance to brands into making a stronger connect.

Twitter has been experimenting with newer ad formats to make up for the dip in revenues. Twitter's ad revenue  growth slowed by 129% in 2014 quarter to 72% in the first quarter of 2015 and was 63% in the second quarter.

With amplification of existing ad formats and introduction on new ones, Twitter can expect a turn around in Jack Dorsey's regime.

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