Twitter is adding greater variety to its suite of ad products during a period where mobile campaign targeting and measurement face intense challenges. Each of the new offerings is centered on performance, encouraging actions like visiting a website to make a purchase or learn more about the brand. The formats also attempt to create a more visually distinctive break with the main Twitter feed by using exaggerated text callouts that can be highlighted in different colors, interactive 3D technology or a scrolling carousel that’s common on other social platforms.
