The Drum Awards for PR 2022

Live in -h -min -sec

Media Twitter News

Twitter makes short-form video ads biddable

By Andrew Blustein | Reporter

August 19, 2019 | 3 min read

Twitter is introducing a six-second bit unit to capitalize on the growth of video advertising on its platform.

Twitter sees video as a way to woo more advertisers

Twitter sees video as a way to woo more advertisers

The platform is investing in video after a successful second-quarter earnings report, which saw ad engagements rise 20% over the last year. Without going into specifics, Twitter said its video ad formats particularly showed strength.

This self-serve tool across mobile and desktop inventory is globally available within promoted video, in-stream video sponsorships and in-stream video ads for assets 15 seconds or less in length.

Twitter will only charge advertisers if at least 50% of the ad is on screen for six seconds or more.

The company co-sponsored a study with behavioral research company EyeSee that claims sound-off videos six-seconds or shorter with clear branding drive better ad recall on mobile than traditional linear TV commercial-style videos that can be up to one minute long.

Dell, for example, has taken to Twitter's video offering to strengthen its go-to-market strategy in Brazil. Alice Oliveira, Dell Brazil's marketing director, said the six-second ad units helped improve view rate by over 22%.

Twitter's newest bid type follows a platform re-design that kicked off mid-July. Twitter has since hired a new head of global business marketing to educate and pitch advertisers on Twitter's updated offerings.

Media Twitter News

More from Media

View all

Trending

Industry insights

View all
Add your own content +