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
Future of Marketing Briefing: CMOs are still haunted by hard questions about value of ad creative
While interest in AI-enabled media and creative effectiveness measurement is rising, 49% of senior marketers say they can’t back up their ad creative with hard data.
Nike versus Adidas: Who’s winning the World Cup’s brand head to head?
Both Adidas and Nike are gunning to dominate the World Cup. We examine campaign performance data to see who’s out in front.
Cannes Briefing: Creativity is moving beyond the agency model
For the first time, a growing number of CMOs are thinking about creative more broadly than creative agencies.