for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
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.
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