Dive Brief:
- At this week's Twitter Flight developer conference, the company announced a series of new features including beta testing in-app native video ads, a new two-option polling feature, and tools that help manage customer service on the platform.
- The native video ads will be available through MoPub, its in-app ad network
- In other recent Twitter news, earlier this month it announced it would begin testing Promoted Moments on its curated news feature, Project Lightening.
Dive Insight:
A group of new features that should appeal to a variety of marketers were announced at Twitter’s Flight developer conference. Mobile video advertising is very popular with marketers and Twitter is adding another option to its MoPub in-app ad network with a beta test on in-app native video ads. The ad units will feature the video ad along with a call-to-action button. One reason Twitter is looking to expand its video ad offerings is it has said that video views on its platform have increased 150 times in the last year and mobile, accounting for 90% of the video views.
Other features announced at Flight are a new two-option polling feature that will be an improvement on the current “polling” method of asking users to retweet or favorite tweets to be counted as poll votes. Twitter Product Manager Todd Sherman wrote in a blog post "For poll creators, it's a new way to engage with Twitter's massive audience and understand exactly what people think. For those participating, it's a very easy way to make your voice heard."
The company is also releasing new tools that will help brands manage customer service. To build the customer service tools Twitter is working with Fabric and Gnip to sync customer information on behalf of brands to help track interactions and respond to customer inquiries.
