The Problem
Twitter is historically known for being good at "Awareness Advertising" or broader ads that help at the top of the marketing funnel, and weaker at "Performance Advertising" or specific ads at the bottom of the funnel. However, Awareness Advertising is very difficult to measure the success of since it often doesns't involve any clicks or interactions from the user.
Instead we use metrics such as dwell time, linger rate, or brand survey results to gauge interest and success. These metrics are often very difficult to improve, and my goal was to try to increase these secondary metrics to bolster our Awareness Advertising business.
Research Results
Our research with over 900 participants revealed significant improvements across key metrics that are historically difficult to influence:
+16%
Improvement in emotional connection
+15%
Increase in positive sentiment
+9%
Heightened audience engagement
Website Click Format
Dynamic scroll-based animations that capture attention and drive website traffic, creating memorable brand moments in the timeline.
What Advertisers Said
"I think it looks great. It's eye-catching, new, and different."
— News publisher, Advertiser"What part of the design do I find most impactful? The transitioning image gets my eyes to 'care'... but the take-home is those three lines of text."
—Streaming service, Advertiser"For me, the biggest question is the lack of a CTA. What is the user supposed to do from this format? If I was the user, I wouldn't know if I can click on it or not."
— Agency, Advertiser"Only if an ad format led to more direct attributable sales, that could maybe cause spend to go up. But I wouldn't consider this a unit to drive sales, it seems more for an upper-to-mid-funnel campaign."
— Large internet & telecom company, AdvertiserFull-Funnel Development
Based on advertiser feedback, we evolved the format from purely awareness-focused to a comprehensive full-funnel solution. Through collaborative workshops with PMs, engineers, designers, and researchers, we developed innovations that served both upper and lower funnel objectives while maintaining the format's engaging nature.
App Install Format
Utilizing existing MAP infrastructure to create visually compelling app install experiences that command attention while maintaining efficiency.
Image Ad Format
Punchy headlines paired with dynamic visuals create impactful brand messages that resonate with scrolling audiences.
