Extra Credit Blog
On Tuesday, the social platform revealed an advertising feature that allows marketers to upload a video ad getting featured in Twitter’s app and its website for 24 hours. According to the article feature is currently available to select marketers in the United States but will become available globally in the future.
“Twitter explained how the new feature called “First View” works, via a blog post: First View helps marketers achieve significant audience reach with exclusive ownership of Twitter’s most valuable advertising real estate for a 24-hour period. When users first visit the Twitter app or log in to twitter.com, the top ad slot in the timelines will be a Promoted Video from that brand. Now, marketers can tell a powerful visual story across the Twitter audience.”
In 2015 Twitter grabbed $641 million from marketers and a 48% increase year over year. However it continues to struggle to retain users a crucial element in keeping marketers interested in its platform. Advertising Age explained that even though Twitter brought many people to its platform in the last quarter of 2015, user growth is either stagnant or dropping.
That being said twitter isn’t the only social media platform to offer new features for marketers. Facebook revealed that 80 percent of users react negatively when videos start to play loudly in their timelines. However, Facebook reported that 41 percent of videos are meaningless without sound. To combat negativity but still give video marketing context, Facebook announced that it would start to automatically caption video ads.
Posted: February 11, 2016