Twitter testing ads on Fleets to catch up to Snap, Facebook

Fleet ads will be the first on Twitter that appear full screen on phones, the company said

Disney+ post about Earth Day on Fleets by Twitter. Photo: Twitter Newsroom

01.Jun.2021 13:59 BRT
UPDATED 17:10 BRT

Twitter launched its Instagram Stories’ alternative Fleets globally back in November;
Starting today, the company will test Fleet ads with a limited group of people in the US on iOS and Android.

Twitter said Tuesday it will begin testing ads on its disappearing posts feature called Fleets, as it works to offer more options for advertisers.

The social media company previously said it set a goal of doubling its annual revenue by 2023 from last year’s levels, which it plans to achieve in part by selling ads on more parts of its site and mobile app.

Fleet ads will be the first on Twitter that appear full screen on phones, the company said. Advertisers generally like full-screen ads because they capture the user’s attention. “Fleet ads are full-screen billboards for advertisers,” said Twitter senior product manager Justin Hoang and global product marketing manager Austin Evers wrote in a post announcing the news.

The execs added that starting today, the company will test Fleet ads with a limited group of people in the US on iOS and Android.

The new offering is part of Twitter‘s aim to catch up to larger social media platforms like Facebook and Snap, which have long offered a Stories posts feature that disappears after 24 hours and is monetized with ads.

Brands that create Fleet ads can also use a feature that would direct a user to the company’s website or other web destination if they swipe up on the ad. The Fleets feature was launched globally by Twitter in November.