What Happened
Earlier today, Twitter debuted a new video ad unit called First View, which allows brand to claim the top spot in Twitter’s ad network for 24 hours. Those who use First View will have their branded video placed in the front of the ad queue, ensuring that their video will be the first ad that users see when they open twitter.
Last week, reports suggest that Twitter is working on an algorithm-based news feed to replace the chronologically-ordered one, but CEO Jack Dorsey quickly dispelled the idea, saying that Twitter has no immediate plan to reorder the timeline. However, with the launch of First View, it seems that Twitter does want to tweak its ad placement a bit to give the top spot to brands willing to spend a little more.
What Brands Need To Do
Following its million-dollar custom emojis, Twitter serves up another premium ad product in First View, as the company continues to experiments with new ways to surge up ad revenues. For brand advertisers, First View offers them a coveted position at the top of the news feed, amplifying the reach of their branded videos. This new ad product should be especially helpful for brands launching time-sensitive campaigns, such as video ads promoting upcoming events and movie premieres.
Source: AdWeek
