As part of its continued effort to evolve and broaden its advertising capabilities, Twitter is now touting itself as a platform for effective direct response advertising. The microblogging platform wants advertisers to use Twitter to generate leads, drive app downloads, collect consumers’ email addresses and induce incoming calls from customers, all with the click of a cursor or the tap of a finger. “We’ve always been strong in terms of upper-funnel, brand-oriented goals; engagement, awareness and capturing events and moments,” said Richard Alfonsi, Twitter’s vp of global online sales. “Direct response is thinking about the lower-funnel conversion-oriented goals.” As part of its direct response push, Twitter is beta-testing a “click-to-call” button, which would allow mobile users to engage with a Twitter ad by calling the advertiser directly, Alfonsi said.
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