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Twitter Testing Click-to-Call Ad Feature

  |  March 12, 2014   |  Comments

The button would allow users to directly connect with Twitter advertisers and is part of a direct response push from the microblogging service.

shutterstock-94844608Twitter is testing a click-to-call button that would enable mobile users to call advertisers directly.

The news was first reported by Digiday.

ClickZ confirmed the comments in the story made by Richard Alfonsi, Twitter's vice president of global online sales, with a source close to the company. The source did not provide any additional details.

Alfonsi did not give Digiday a timeframe for when he expected the click-to-call feature to be more widely available. It is now in beta tests.

As the name implies, the feature will allow users to easily connect with advertisers. It is part of a direct response push from Twitter, which Alfonsi told Digiday will enhance Twitter's existing offering of promoted tweets, trends, and accounts.

"We've always been strong in terms of upper-funnel, brand-oriented goals; engagement, awareness, and capturing events and moments," Alfonsi told Digiday. "Direct response is thinking about the lower-funnel conversion-oriented goals."

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ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

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