Good news for all of you marketers that have been begging Twitter for better reach and more consistent placement on the Twitter Ads platform! Today, Twitter introduced a new ad placement they’re calling First View Ads to answer your prayers.
Let’s take a look at what they are how to leverage them moving forward.
What Are First View Ads?
Twitter’s First View Ads are simply Promoted Tweets that sit atop a user’s Timeline and will remain there anytime they open the app or log-in to twitter.com for a 24 hour period. They will be limited to video only for the time being, but TechCrunch reports that Twitter is exploring other Tweet types for a future rollout.
Twitter did not share any details about pricing, but we can assume that it will be more expensive than traditional Promoted Tweets given its rich media format and desirable placement over a 24 hour period.
What Are the Best Ways to Leverage First View Ads?
The two big pieces of value First View Ads provide (consistent top of Timeline placement, and video first content) make this new ad format a masterful storytelling medium for brands according to Twitter.
Marc Weinstock, President of Theatrical Marketing for 20th Century Fox, confirmed how powerful First View Ads will be for marketers in Twitter’s announcement post:
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. 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.
We think this encapsulates how brands should be leveraging First View Ads for the time being. They appear to be a good medium to drive buzz around a new product launch in short bursts, but not something that appears will remain effective for longer periods of time.
It will be interesting to see how Twitter users react to seeing the same Tweet in the same position every time they open the app over 24 hours. We can imagine some level of ad fatigue to take place.
When Can I Get My Hands on Them?
Twitter is doing a gradual rollout with their managed clients in the US, but plan to do a global rollout in the next couple of months. We’ll be on the lookout until then, but those that are managed clients should reach out to their Twitter account team to get started.
What are your thoughts on Twitter’s new ad format? Let us know in the comments!