Twitter are simplifying their ad product offering with a rebrand of their product suite. Advertisers had requested clearer language that better aligns with what they would expect from an advertising platform. They have gone from over 22 individual ad format names, to just 5 main advertising categories.
The new categories are promoted ads, follower ads, Twitter Amplify, Twitter Takeover and Twitter Live. Promoted ads can feature a variety of creative formats and ad features, they are designed to be used throughout the marketing funnel. Follower ads are used to promote an account to a targeted audience to build awareness and generate new followers. Twitter Amplify allows advertisers to align their content with premium video content that is relevant to their brand. Twitter Takeover includes the most premium placements to drive mass-reach and results. Twitter Live allows advertisers to broadcast their biggest moments in real time.
Twitter has said that these changes represent a significant consolidation, without losing any of the reach and customisation that advertisers expect.