Twitter Launches New Advertising Feature, And Improves Platform Algorithm Capabilities

JAKARTA - Twitter is working to improve the performance of its advertising business by launching new advertising features, and changing the algorithm by which users will see personalized ads.

According to a Reuters report on Wednesday, October 13, the new features come as Twitter is aiming to increase its company revenue, a strategy that aims to generate sales quickly, and increase the company's revenue by about 15 percent last year.

These efforts can help Twitter achieve its goal of doubling its annual revenue by 2023. Not only that, another goal is that in the future Twitter will launch e-commerce features such as Facebook.

The company based in San Francisco, United States (US) is finally allowing brands to sell their products through its services, by first increasing its ability to display relevant ads to users. It is also hoped that it increases the likelihood that Twitter users will click on and be attracted to the ad.

"Performance advertising is a huge opportunity. It's relatively untapped for us. Ultimately, it will lead people to install apps, visit websites and find products that meet their needs," said Group Product Manager on Twitter, Kamara Benjamin.

Meanwhile, ads promoting mobile games and other apps, which are the main type of advertising on social media sites, will now allow users to download without leaving the Twitter app. Previously, users had to leave Twitter to download other apps.

Furthermore, Twitter is also reportedly working on a new tool to allow companies to run ads in order to find customers who are more interested in making in-app purchases.

Slideshow ads featuring multiple products can now direct users to different websites when they click on an ad, whereas previously brands could only choose one destination. This type of ad increases the number of clicks by 25 percent on ad campaigns that set the goal of driving website traffic.

"Twitter is also improving its advertising algorithms, showing ads to a larger pool of people early in the campaign so they can better gauge user interest," Benjamin said.

The algorithm improvements resulted in 36 percent revenue in ad campaigns that achieved at least five downloads during the time period the ads ran on Twitter.