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BtoB

Twitter debuts lead-gen ad product

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San Francisco—Twitter Inc., rapidly enhancing its advertising options, has launched a new lead-generator ad product that can present daily deal-like offers. Termed a “Lead Generation Card” by Twitter, the feature works when a viewer expands a Promoted Tweet. That generates a description of an offer along with a call to action. The user's name, @username and email address are prepopulated in the card, enabling a single click to respond to the company, Twitter said on its advertising blog. Earlier this month, Twitter announced a partnership with ESPN Network to expand its presentation of short sports videos intended to attract paid social posts. And in April Twitter introduced keyword ad targeting that enables advertisers to target their Promoted Tweet ads toward users based on words in their tweets or retweets.
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