Twitter launches First View: Autoplay video ads at the top of your feed
Get your earbuds ready: Autoplay video ads on Twitter will soon be unavoidable.
Twitter is rolling out a new ad unit called First View, which is a single video ad that straddles the top of users’ timelines and automatically plays every time the app or website is opened. Brands can buy the slot for a 24-hour period meaning it will become inescapable.
For brands, the ad unit has a significant advantage over buying a Promoted Tweet, which can get lost in the stream, or a pricey Promoted Moment, lives in a separate tab. For Twitter, First View offers brands guaranteed viewability and is another potentially lucrative revenue stream since video is more expensive.
“First View helps marketers achieve significant audience reach with exclusive ownership of Twitter’s most valuable advertising real estate for a 24-hour period,” Twitter said in a statement.
Here’s how it looks like in action:
Twitter said First View will debut first in the U.S. “in the coming months” before expanding globally.
For Twitter, the new ad unit is being debuted a day before fourth quarter and 2015 full-year earnings are revealed. To say the least, it’s been a rocky few months for on Wall Street for Twitter. This morning, the stock hit another record low, trading at $14.60 a share, meaning the company is valued at $9.3 billion, down steeply from its original IPO value of $14.3 billion in November 2013.
More in Marketing
Ahead of Euro 2024 soccer tournament, brands look beyond TV to stretch their budgets
Media experts share which channels marketers are prioritizing at this summer’s Euro 2024 soccer tournament and the Olympic Games.
Google’s third-party cookie saga: theories, hot takes and controversies unveiled
Digiday has gathered up some of the juiciest theories and added a bit of extra context for good measure.
X’s latest brand safety snafu keeps advertisers at bay
For all X has done to try and make advertisers believe it’s a platform that’s safe for brands, advertisers remain unconvinced, and the latest headlines don’t help.