Twitter Fleet ads are the platform’s first-ever vertical format ad offering.
Six Months or so after their launch, Twitter says it’s time to monetize Fleets.
Related | Instagram Expands Its Reels Ads Test To New Markets
The announcement came on the same day Instagram says it is expanding its Reels ads test to 4 more markets. The test for Fleet ads will be conducted among a limited group of Android and iOS users in the US.
While Fleet ads will be the opportunity for brands to utilize more vertical formats, it is unclear what the potential audience size for these ads could be. Twitter never shared data on how many people use Fleets or anything on behavior, click-through rates, or engagement. When prompted, a spokesperson simply said, “We’re continuing to invest in Fleets and give people more options to express themselves on this new surface.”
Global product marketing manager Austin Evers and senior product manager Justin Hoang wrote in a blog post on Tuesday, “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.”
Fleet ads will support both images and video with a 9:16 ratio. The maximum length is 30 seconds and the ads have an optional swipe-up call to action. Advertisers will be able to analyze the standard Twitter ad metrics: clicks, impressions, profile visits, website visits as well as completes, quartile reporting, six-second video views, starts, and views for video Fleet ads.
Wendy’s is one of the early brands to take part in the test:
Twitter research found that 75% of respondents like ads in the vertical, full-screen format, and those using Fleets are also browsing what others are sharing, Evers and Hoang said in the blog post.
“As we experiment on this new surface for ads, we’ll take a close look at how vertical, full-screen ads perform on Twitter,” they wrote, explaining that “we want to understand how this content performs for customers not just for Fleet ads, but for future iterations of full-screen formats on Twitter.”
“We also believe that ads should be non-intrusive and bring value to people, so we’re focused on learning more about how people feel about and engage with this new placement,” they added.
You might also like
More from Twitter
Twitter Blue Expands To 20+ European Countries
Twitter Blue is now expanding to more than 20 new countries in Europe, making the subscription service available in a …
Elon Musk To Twitter Employees: Commit to Hardcore Working Hours Or Be Fired
In an email sent to all remaining Twitter employees, Elon Musk asked everyone to commit to "hardcore working hours" or …
Elon Musk Set To Relaunch Twitter Blue On November 29
Twitter Blue, the $7.99 service that gave people access to the blue checkmark is set to relaunch at the end …
Elon Musk Is Really Buying Twitter This Time
It's the end of a wild story: Elon Musk's $44 billion Twitter deal is actually happening.On Tuesday, representatives of Elon …
Twitter Is Rolling Out Editable Tweets, For Real
This time it's for real: Twitter is rolling out editable tweets. There is a catch though: you will have to …
Twitter Shareholders Vote To Approve $44 Billion Elon Musk Buyout
A large majority of Twitter shareholders approved the buyout, now Musk wants to fight his way out of it.Elon Musk …
Twitter Is Testing An Edit Tweet Feature
Twitter announced it's testing an 'Edit Tweet' feature that will give users the ability to edit their Tweets within 30 …
Twitter Introduces Super Follows Exclusive Spaces
Creators who are using Twitter’s Super Follows monetization option can now host Twitter Spaces, available exclusively to their subscribers.Twitter says …