Speaking of ads, Twitter ran their first TV ad during the World Series this week, and it is a head scratcher. The ad is high on energy and visuals, but it’s super confusing. It focuses on the recently launched Moments feature, but it doesn’t really do much to explain what Moments is, what it does, or what Twitter is for that matter. I have no idea who they were targeting with the ad or what the purpose is. If the goal was to attract new users to a service that they’ve publicly stated is confusing, then this ad won’t do that. If the goal is to highlight Moments to existing users, then not only does this ad not really explain the value of moments, but you’d think they do something better via the UI to highlight the feature.
My first reaction to the ad was not nearly as strong though as some others.
First reaction is I don't like the Twitter TV ad. But maybe it will grow on me.— Orlando O'Neill (@oneillo) October 28, 2015
Twitter’s ad during the World Series: incomprehensible. Someone should be fired.— John Gruber (@gruber) October 28, 2015