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.
-
Brands rethink their in-housing plans after tactic was ‘put on ice’ amid pandemic
Brands had begun in-housing efforts before the pandemic put those plans on ice. The strategy shift has worked in agencies favor, as brands are returning to their shops to guide marketing efforts.
-
Member ExclusiveMarketing Briefing: How marketers and agency execs are approaching vaccine awareness campaigns
Marketers and agency execs are taking more care with the language and strategy of campaigns due to the politicization of the vaccine.
-
‘Dispensaries knew they had to change’: How the cannabis industry adapted in the pandemic
Pandemic stress and new legalization led to a lift in cannabis use last year and businesses have pivoted to adapt to those trends with new marketing.
-
SponsoredWhat sustainable app monetization looks like in 2021
Apple’s iOS 14 changes are driving significant shifts in the app ecosystem. For gaming businesses, these new changes will make it challenging to show targeted ads. That said, the mobile game economy continues to boom, and analysts predict long-term growth; global in-app ad revenue in 2021 will rise by 6.2% for non-gaming apps, and 19.1% […]
-
‘The sky is very blue:’ Why U.S. beauty brands see global opportunity, along with challenges, for CBD products
Despite regulatory challenges, brands in the CBD beauty market are forging ahead as demand for the products remains promising.
-
‘We don’t post much organic content’: Pepsi sees TikTok as a pay-to-play platform
PepsiCo is seeing success on TikTok as a pay-to-play platform, which is using the platform to release popular challenges for users.
