The format is designed to help businesses collect leads -- those
interested in more information about a product or a service. It's
the latest "Twitter Card," an expanded Tweet that contains content
far beyond the 140-character limitation of Twitter messages,
including images and video.
Any advertiser can use the "Lead Generation Card," but that card
can also be turned into a "Promoted Tweet" or an ad in the form of
a Tweet. Like all Twitter ads, advertisers pay when there's an
action: a re-tweet, favorite, reply or, in this case, a click or
Until now, marketers wishing to do this would include a link to
a landing page, a layer of complexity that turned away prospects.
"We are bringing the landing page into the Tweet and it's
essentially pre-filled," said Twitter senior director of revenue
products Kevin Weil at Luma Partners' Digital Media Summit in New
The first advertisers to give this a try are Priceline, which is
offering travel deals and the opportunity to receive email updates,
a software company New Relic, and for-profit university Full Sail.
A host of business marketers are using the format to allow users to
sign up to receive white papers.
Mr. Weil said a number of startups had used the service as a
means to recruit beta testers.
Right now the format is only available to Twitter's managed ad
clients but will soon be available to small and mid-sized business
that use Twitter's self-serve ad platform.