Twitter Launches New Video Buying Model
With mobile video consumption at an all time high, studies show brand impact happens almost instantaneously (within seconds) with video ads. A recent Twitter-sponsored study by EyeSee determined short-form (under six seconds), sound-off videos with clear branding drive significantly better ad recall and message association on mobile than linear TVC style videos. Optimal video creative and viewing experiences drive brand lift and sales. After all, when was the last time you enjoyed sitting through a minute-long ad on your phone? Never? Us, too.
To help advertisers get their video stories in front of the most valuable audience in the moments they’re most receptive, we’re excited to announce the availability of a six-second video bid unit to advertisers globally. With this, advertisers have the security of transacting on a longer view, while still providing the optimal experience of a short-form, mobile video to their audience. Advertisers will be charged only once their ad is viewed for 6 seconds, with pixels at 50 percent in view (6s/50 percent). This bid unit is globally available on Promoted Video, In-stream Video Sponsorships, and In-stream Video Ads for assets 15 seconds or less in length.
Unlike other channels, Twitter is not a forced-view environment – our platform’s native video consumption tends to be shorter and more serendipitous as people discover fresh, relevant content by scrolling through their feed. Whether launching a new product or connecting a brand message with audiences across the world, you can maximise your impact with our valuable audience by running optimal creative. Today we’re excited to provide a flexible option for advertisers who care about the completed view metric, but are ready to lean into the mobile-first paradigm and develop short-form assets optimised for in-feed viewing.
Advertisers across the world are embracing this new format.
“We recently worked with Twitter and VMLY+R Miami to bring a new form of video communication, first-to-market in Brazil. As a conscious social brand, Dell consistently aims to distribute content to users, in a way where their experiences are enhanced. This six-second video ad solution, paired with compelling creative, increased our view rate by over 22 percent making Dell Brazil leaders in best video result in the market. We continue to innovate, together with our strategic partners, to bring users content they want to see, in a way they want to see it,” said Alice Oliveira, CSB Brazil Marketing Director, Dell
The six-second bid unit is now available to all advertisers, globally.
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