Twitter announced carousel ads, its new and improved ad format that allows advertisers to add more images and videos to a single ad in order to increase engagement and drive more people to their app and website.
Carousel ads are made up of 2 to 6 horizontally swipeable images and videos that drive people to an app or website. Advertisers can now add up to 6 videos or images to a carousel ad via Ads Manager or through the API. For now, it is not allowed to combine image and video assets within a single Carousel, Twitter says.
Twitter reported that, during the beta testing, it saw a ~24% increase in installs per impression relative to single-asset formats.
“The Carousel ad format also includes an edge-to-edge design, 3rd party measurement reporting, accessibility support, and new reporting features, such as swipes within the Carousel and breakdowns to measure individual Carousel card performance. “
The carousel ads are now available globally to all advertisers across all website and app objectives including app installs, app re-engagement, and website clicks.
“This is an early step in our journey. To build a more effective performance advertising business, we are increasing our investment across various initiatives, including updates to our Mobile App objectives, such as stronger bidding and optimization options, enhancements to the Twitter Website Tag that aim to drive up the accuracy of key advertiser campaign metrics, such as return on ad spend, and improved creative advertising formats.”