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Twitter starts testing ads in Fleets

Twitter noted that it will start pilot testing Fleet ads in the US. The video ads will feature 30 seconds of content. The ads will also feature swipe up and call to action within their ads.

(Picture: Reuters) (Picture: Reuters)

Twitter will start testing advertisements for fleets, its stories equivalent. The social media giant noted that it will start pilot testing Fleet ads in the US. These ads will be full screen, vertical format ads that will be offered across social media platforms including Facebook, Instagram, Snapchat among others. The new fleet ads will appear in between Fleets from people you follow and will support images and video in 9:16 format. The video ads will feature 30 seconds of content. The ads will also feature swipe up and call to action within their ads.

Twitter launched Fleets in November and aimed at encouraging hesitant users to share content to the platform, as they disappeared after 24 hours. Fleets cannot be retweeted or used in quote tweets. They appear on top of users' apps above their feed and allow users to post text, reactions to tweets, and photos or videos.

Advertisers will receive standard Twitter ad metrics for their Fleet ads, including impressions, profile visits, clicks, website visits, TechCrunch reported. Twitter will report video views, 6 second video views, starts, completes, quartile reporting and other metrics.

Twitter noted that it seeks to understand how the ads perform for customers not just on Fleets ads but also for future iterations of full-screen formats on Twitter.

"Appearing in between Fleets from people who are sharing pictures from the dog park in Fort Funston or video of their morning coffee stroll in Williamsburg, Fleet ads are all about connecting your message with the everyday," the company noted in a blog post. "We also believe that ads should be non-intrusive and bring value to people, so we're focused on learning more about how people feel about and engage with this new placement," Twitter further noted.

Meanwhile, Twitter has reopened its verification request portal days after halting the process briefly. This means that users can submit verification requests or requests for blue ticks on the platform. Twitter had briefly halted the verification process weeks shortly after launching because there were many requests from accounts to get verified. Twitter had reopened its verification portal five years after shutting the process.