Twitter is hoping to boost its revenue generating powers with a new video ad product called First View.
The 24 hour takeover option will give brands the option of dominating Twitter’s timeline ad spots for a full day.
Hoping to monetise the large, captive audiences creating, curating or consuming content on the platform, marketers can now secure the top video ad slots in users timelines, using it as a storytelling platform.
Marc Weinstock, president of domestic theatrical marketing at 20th Century Fox, said: “Word of mouth is more important than it has ever been in movie marketing. And there is no better word of mouth social platform than Twitter.
“Twitter’s First View is a great opportunity to widely distribute our trailer for Mike and Dave Need Wedding Dates while generating buzz and social conversation.
He concluded: “We are able to hit a broad movie-going audience with great video in a way that not just garners views, but actually creates social momentum.”
The feature has rolled out in the US market first for testing but will expand globally thereafter.
It follows the announcement that Twitter is looking to alter its algorithm to deliver more relevant and trending tweets to users, a decision which resulted in a sizeable backlash.