×
82 055
Fashion Jobs
JOCKEY
Full-Time Associate Manager at Jockey - Eagan, mn - $18/HR
Permanent · Eagan
L'OREAL GROUP
Marketing Manager, Global Campaigns - Maybelline Global
Permanent · New York
L'OREAL GROUP
l'Oreal Assistant Vice President, Luxe D2C Media
Permanent · New York
NORDSTROM INC
Asset Protection - Security Ambassador - Manhattan Mens
Permanent · New York
KOHLS
Full-Time Loss Prevention Supervisor
Permanent · Stoughton
ROSS STORES
IT sr. Manager (Identity And Access Management Security)
Permanent · Dublin
ROSS STORES
Store Protection Specialist
Permanent · Aurora
ROSS STORES
Lead, Security Analysis
Permanent · Dublin
MACY'S
Asset Protection Detective, Hillsdale - Full Time
Permanent · San Mateo
MACY'S
Asset Protection Detective, Oak Park - Full Time
Permanent · Overland Park
CENTRIC BRANDS
Coordinator, Sales Operations
Permanent · New York
BLOOMINGDALE'S
Merchandising Manager: South Coast Plaza
Permanent · Costa Mesa
NIKE
Product Manager, Carrier Services
Permanent · Beaverton
NIKE
Global Supply Planner
Permanent · Beaverton
NIKE
Associate Product Line Manager-Catalyst Apparel
Permanent · Beaverton
NIKE
Design Operations Manager
Permanent · Beaverton
NIKE
Director of Program Management, Service & Experience Design
Permanent · Beaverton
NIKE
Design Operations Director, Central Graphics, Print And Tees
Permanent · Beaverton
NIKE
Distribution Center Area Manager
Permanent · Lake Forest
ESTÉE LAUDER
Manager, Brand Procurement - Estee Lauder Holiday & Aerin Beauty
Permanent · New York
TAPESTRY
Project Manager, Ecommerce
Permanent · North Bergen
TAPESTRY
Ecommerce Product Coordinator
Permanent · New York
By
Reuters API
Published
Oct 12, 2021
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Twitter debuts new ad features, revamped algorithm ahead of ecommerce push

By
Reuters API
Published
Oct 12, 2021

Twitter Inc on Tuesday rolled out new ad features and revamped the algorithm that decides which ads users see, as part of an effort to lay the groundwork to launch future ecommerce features, the social networking company told Reuters.




The new features come as Twitter is pushing to grow its performance advertising business, a strategy that aims to quickly generate sales, and constituted just 15% of Twitter's business last year. The effort could help Twitter reach its goal of doubling annual revenue by 2023.

The San Francisco-based company is positioning itself to eventually allow brands to sell products through the service by first improving on its ability to show users relevant ads and increasing the likelihood they will click the ad.

"Performance ads are a very large opportunity ... that's relatively untapped for us," said Kamara Benjamin, group product manager at Twitter, in an interview. "Ultimately, this is going to lead to people installing apps, visiting websites and finding products that meet their needs."

Ads promoting downloads for mobile games and other apps, which are a major type of ad on social media sites, will now allow users to initiate the download without leaving the Twitter app, the company said in a blog post on Tuesday. Previously, users had to leave Twitter to download other apps.

Twitter added it is working on new tools to let companies run ads to find customers who are more likely to make in-app purchases.

Slide-show ads that feature multiple products can now send users to different websites when they click the ad, whereas previously brands could only choose one destination. This increased the number of clicks by 25% on ad campaigns that set a goal of driving website visits, the company said.

Twitter also improved the advertising algorithm, showing the ads to a larger pool of people at the beginning of the campaign so it can better gauge user interest, Benjamin said.

Those algorithm improvements led to a 36% increase in ad campaigns that achieved at least five downloads during the time period that the ad ran on Twitter, the company said.

 

© Thomson Reuters 2021 All rights reserved.