Twitter is giving advertisers the choice to bid on the primary 6 seconds of a video advert view.
Advertisers will nonetheless have the safety of transacting on an extended view, whereas nonetheless offering an optimum short-form video expertise.
With the brand new 6-second video bid unit, advertisers will likely be charged provided that their advert is considered for 6 seconds, with pixels at 50% in view.
Twitter says this bid unit is right for advertisers who care in regards to the accomplished view metric, however are prepared embrace short-form content material optimized for in-feed viewing.
Six-second video bid items are rolling out globally to the next sorts of adverts:
- Promoted Video
- In-stream Video Sponsorships
- In-stream Video Ads for belongings 15 seconds or much less in size
Twitter cites a latest company-sponsored examine that decided quick movies with no sound and clear branding drive higher advert recall and message affiliation:
“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.”
Twitter is a platform the place views are usually not compelled on customers, so video consumption tends to be shorter on common. This presents a novel problem to advertisers as the necessity to grip viewers instantly has by no means been better.
Those who can rise above the problem are those who will proceed to thrive with Twitter promoting.