By Ishbel Macleod

A click-to-call button for sponsored tweets is currently in beta testing, it is believed, which will allow members of the public to speak to someone regarding ads.

The aim of the direct response button will be to “generate leads, drive app downloads, collect consumers’ email addresses and induce incoming calls from customers”, Richard Alfonsi, Twitter’s VP of global online sales, told Digiday.

“Direct response is thinking about the lower-funnel conversion-oriented goals,” he added.

Foursquare already has a click-to-call feature on its app, helping to track conversion from those who have seen an ad to who has called up for more information.

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Source: The Drum