Twitter opens conversational ads to all advertisers

In a bid to drive brand conversations, micro-blogging website Twitter on Tuesday announced that all global advertisers can now use conversational ads and a new "Instant Unlock Card" that encourages people to tweet to unlock exclusive content.

Conversational ads contain compelling images or videos that include call-to-action buttons with customisable hashtags.

The "Instant Unlock Card" offers access to exclusive content after the tweet is sent.

The company also announced a Twitter Ads dashboard -- an advanced analytics which will display the engagement metrics and the earned media generated with the campaign.

Global marketers can avail insights through Brand Hub's Watchlist feature and find out more about how many people are Tweeting the campaign hashtag, total impressions earned as well as the most influential tweets.

Twitter introduced conversational ads to select advertisers earlier this year wherein brands can measure the success of their campaigns by tracking how many people are talking about and interacting with the brand on social media.

Coca Cola and Marvel are among advertisers that have used conversational ads on Twitter.