December 16, 2013, 5:08 PM

Twitter rolls out a new mobile ad unit

The social network lets marketers present its Promoted Accounts ad unit to mobile consumers. Marketers can target shoppers based on their device.

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Twitter Inc. is expanding its Promoted Accounts ad unit to consumers’ timelines on mobile devices.

“These recommendations leverage Tweets as a call to action and display natively in the home timeline,” writes Tarun Jain in a Twitter blog post. “For example, a new coffee shop could run a geotargeted Promoted Accounts campaign in timeline to build awareness about their business and explain why users should follow them on Twitter.”

The ad unit, which appears to the left of the timeline for desktop users and in the Discover stream for mobile users, encourages consumers to follow a brand or Twitter user. The Discover stream is a page on Twitter’s mobile app that gathers tweets consumers might enjoy based on their interests.

Making it easy for marketers to attract followers viewing Twitter on a mobile device is increasingly important for the social network because about 76% of Twitter’s monthly active users accessed Twitter from a mobile device as of the third quarter.

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