Twitter is rolling out a new video ad bidding option that allows advertisers to run 15-second or shorter video ads, but only be charged if the ad is viewed for a full six-seconds with pixels at 50% in-view.
Twitter called it a “Flexible option for advertisers who care about the completed view metric, but are ready to lean into the mobile-first paradigm and develop short-form assets optimized for in-feed viewing.”
Why we should care
This new six-second video ad bidding option takes a page from YouTube’s 6-second bumper ads but offers the flexibility of running longer creatives. It should appeal to brands focused on substantive view rates.
“This six-second video ad solution, paired with compelling creative, increased our view rate by over 22%,” said Alice Oliveira, the CSB Brazil marketing director for Dell, who had early access to the video ad bid option.
Short-form videos with the sound-off that included clear branding delivered a significantly better ad recall and message association on mobile compared to linear TV-styled videos, according to a Twitter-sponsored study by EyeSee.
More on the news
Twitter is rolling out the new video ad bidding option globally on Monday. It is available for Promoted Video, In-stream Video Sponsorships and In-stream Videos Ads that include assets at 15-seconds or less in length. In April, 2018, Twitter accounted more than half of its ad revenue to video ads. The company reported on Monday that video ad formats continue to be its fastest-growing ad format.
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