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Twitter testing Fleet ads

Twitter testing Fleet ads to offer more options to advertisers

Twitter has announced a new test of ads within Fleets – its competitor to the “stories” features on platforms like Snapchat and Instagram – which will see ads inserted between them as users tap through the full-screen frames.

Fleets ads are much like Instagram Stories promotions, appearing between Fleets from the people a user follows on the platform, and designated with a ‘Promoted’ tag beneath the profile info in the top left of screen.

Fleet ads

“Today we’re launching a new experiment — Fleet ads, which will bring full-screen, vertical format ads to Twitter for the first time,” Twitter said in a blog post. “We’re excited to partner with a handful of advertisers for this experiment. Starting today, Fleet ads will be visible to a limited group of people in the US on iOS and Android,” Twitter said.

Fleet ads support images and video in 9:16. For video, the format supports up to 30-seconds of content. Brands can also add a “swipe-up” call-to-action.

That adds another consideration for Twitter advertisers, with the prominent placement of Fleets helping to prompt further attention, while it also, for the first time, provides full-screen, vertical format ads within the app.

Twitter launched its Stories-like Fleets globally in November 2020. Users can Fleet text, reactions to tweets, photos or videos and customize their Fleets with various backgrounds, stickers, and text options.


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