Twitter launches new video ad unit ‘First View’ for Indian advertisers
Twitter recently introduced a new promoted video ad unit ‘First View’ that gives brands the top ad spot in the timeline, which can be seen the first time an individual opens Twitter, for a period of 24 hours. During the launch, Twitter announced First View to be “an engaging and highly visible way to share your brand story with compelling video creative across Twitter’s massive audience.”
Maya Hari, Senior Director – Product Strategy & Sales at Twitter, APAC & LATAM
“Audiences today demand video content. With First View, marketers have the ability to connect with their audience through richer forms of communication and creative content, while ensuring that they are constantly top-of-mind on their feeds. First View provides advertisers with the opportunity to own the most valuable ad space on our platform on any given day, expanding their reach within a 24-hour period.”
Announcing its launch in India, Twitter stated that the new feature will empower Indian businesses (of any size) to share its story via video and real-time public conversations, for a period of 24-hour. The ‘top ad slot’ in users timelines will now show a promoted video from a brand. The first company in the U.S. to run a ‘First view’ ad is the 20th Century Fox while Tata Motors India was among the first advertisers to leverage from the feature.
Marc Weinstock, president of marketing at 20th Century Fox, said:
“Word of mouth is more important than it has ever been in movie marketing. And there is no better word of mouth social platform than Twitter. Twitter‘s First View is a great opportunity to widely distribute our trailer for Mike and Dave Need Wedding Dates while generating buzz and social conversation. We are able to hit a broad movie-going audience with great video in a way that not just garners views, but actually creates social momentum.
Similar to promoted trends and moments, promoted videos will appear in feeds. Although, Twitter has not disclosed the pricing plans for what it states to be Twitter’s most valuable advertising real estate, we expect it to carry a high pricing and yet many brands will leverage from its premium placement and maximum reach.
The online social networking service has always faced flak from the advertisers that users don’t spend much time on their Twitter timelines. The new feature is expected to bring the online social networking service more revenue as advertisers would not miss the coveted position at the top of the feed.
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