Join us at the Digiday Publishing Summit from March 24-26 in Vail
As promised, Twitter Moments is opening up to brands.
On Sunday, MGM, Warner Bros. and New Line Cinema are purchasing the first “Promoted Moment” to promote its upcoming boxing film “Creed,” starring Michael B. Jordan. The stream will also include tweets and videos, similar to the tab’s other Moments, and will stay live for 24 hours.
Twitter launched Moments two weeks ago in an attempt to attract casual users of the app and offer them a more organized experience of trending items and news stories. The social network hopes the multimedia-rich format will attract more advertisers because brands build deeper promotions around them.
Here’s what the first Promoted Moment for “Creed” looks like:
“The real estate they get is going to be really prominently displayed,” Matt Derella, Twitter’s vp of revenue told Bloomberg, which first reported the news. There will eventually be one Promoted Moment each day. He didn’t disclose how much each Promoted Moment costs.
Twitter is banking on the format, which it can charge advertisers more for since videos receive higher ad rates. Derella said brands will “get this incredible engagement with people coming to see what’s happening in the world, and get this really rich canvas to tell that story.”
Images via Twitter and Facebook.
More in Marketing
The Rundown: Google Chrome’s IP tracking updates
Per its latest update, third parties will be ‘proxied’ when it comes to tracking IP addresses and limiting fingerprinting, in incognito sessions.
How advertisers are reacting to Google’s declining share of the search market
Google’s share of the search market’s fallen recently, suggesting changes in user habits have gained momentum. How are brands responding?
Inside the Omnicom-IPG meeting with consultants: What marketers learned — and what’s still a mystery
Omnicom CEO John Wren and IPG’s Philippe Krakowsky haven’t exactly been shy about their stance on the proposed deal between both groups since it was unveiled last December.