Twitter To Launch Video Ad Unit To Improve View Rates, Recall
- by Gavin O'Malley @mp_gavin, August 19, 2019
On Monday, Twitter is expected to launch a new video ad unit that charges buyers only after an ad has been viewed for six seconds.
The bid unit should be available on Promoted Video, In-stream Video Sponsorships and In-stream Video Ads for ads 15 seconds or shorter.
The new model is designed to combine the security of transacting on a longer view with what Twitter considers to be the superior experience of short-form mobile video.
It was partially inspired by a recent Twitter-sponsored study by EyeSee, which determined that short-form, sound-off videos with clear branding drove significantly better ad recall and message association on mobile, relative to more linear formats.
The offering also takes into consideration that Twitter is not a “forced-view” environment. Its native video consumption tends to be shorter and more discovery-based.
In beta testing, the format increased video view rates by more than 22% for Dell, according to data provided to the computer company by Twitter.
As detailed during its NewFront presentation in April, Twitter continues to prioritize new and existing video offerings.
Among other wins, these efforts were boosted by a far-reaching deal with Univision. The Spanish-language network will bring 2020 election coverage and highlights from Liga MX and UEFA Champions League to Twitter.
Twitter also recently unveiled a multiyear partnership extension with the NFL, which is expected to include live, anchored shows aired around events like the NFL Draft.