Recently, Twitter has launched an ad option for businesses that guarantees a premium video ad is the first thing that users see when they arrive at their Twitter feed on mobile and desktop.
On mobile platform, the ad will be the second tweet down, after research found that this is actually the most prominent slot. Twitter sales director Angus Keene says the ‘First View’ ad option offers advertisers “premium placement and maximum reach” over a 24 hour period.
It tested the ad unit with Samsung Australia last week and the brand found 30% reduction in cost per video and a 39% increase in video views compared with a standard video ad on Twitter. However, it was unable to specify exactly what those numbers were.
“The benefit to advertisers,” he claims, is the premium nature of the video placement. “We’re adding more scale and more cost efficiency from premium products.”
Twitter is selling the ad unit as part of a package alongside promoted trends and advertisers can measure the same data points including impressions, engagement and video views. The social media platform, along with Facebook and Instagram, were criticised, as social media marketing is “massively over-rated”. Keene attempted to rebuff those claims emphasising that 300 new advertisers came on board with Twitter Australia last year, adding that the APAC region is the growth market for Twitter globally.
“That’s certainly not the feedback we’re getting from advertisers,” he says. “Advertisers are enthusiastic to learn more about Twitter and and the innovations. We’re focused on delivering solutions, and ROI for advertisers and there are a number of great successful partnerships we can share locally and globally.”
Keene added that the launch of First View was delivering “what advertisers want”. Namely reach and premium video spots.