Following on the heels of its buy button announcement and its recent CardSpring acquisition, Twitter announced the introduction of what it’s calling Twitter Offers – another step by the social network to add more commerce functionality to its offering.
Twitter bought CardSpring back in July. The platform enables the creation of payment applications, a clear complement to Twitter’s commerce aspirations.
Advertisers will now have the ability to create card-linked promotions that they can share directly with Twitter users, who will be able to link their credit or debit cards to offers that appears in their timelines. Twitter will then keep a user’s credit or debit info on file for future transactions on Twitter.
Combined with the buy button, which allows users to transact directly from a tweet, and Twitter's lead gen card product, Twitter Offers will ostensibly make ads on Twitter more actionable and self-contained within the Twitter universe – a play that could be in part an effort to help increase Twitter’s sagging user growth numbers, as well as a move to endear itself to brands.
As Twitter CFO Anthony Noto (the same Noto who misfired a tweet today, seemingly leaking information about a potential upcoming acquisition) observed during the company’s Q3 2014 earnings call: “We continue to drive nice growth and spend per advertiser as we improve the ROI we provide for them and offer new advertising products.”