Twitter makes short-form video ads biddable

Twitter sees video as a way to woo more advertisers

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

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.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.