Twitter To Roll Out Promoted Moments This Weekend

What Happened
Wasting no time to monetize its newest feature, Twitter is set to roll out branded Moments this weekend. Instead of inserting promoted tweets into existing Moments channels, Twitter will grant advertisers a dedicated Moments channel for 24 hours, allowing them to incorporate more photos, videos, and tweets to build a rich narrative and draw in the audience with branded content. The first-ever Promoted Moments will be for the upcoming sports drama flick Creed, produced by MGM and distributed by Warner Bros.

What Brands Need To Do
As we noted when Twitter first launched Moments earlier this month, this new feature makes content discovery on Twitter easier and quicker, especially for casual users. Now with the  launch of branded Moments, Twitter is opening the door for brands and marketers to capture the attention of Twitter users. For brands that are interested in trying out this new ad product, the key would be creating a collection of fun, engaging tweets that people will willingly watch and share.


Source: Bloomberg Business

Best Of The Lab 2014: Seize The Moments That Matter

 Here at the Lab, we are always looking for emerging technologies that capture the attention of audiences at the most effective moments. Kicking off 2014, we experimented with incorporating micro-games at point-of-sale using Vengo’s vendor machines, which produced some quite promising findings.

Fast forward to June, we teamed up with Kiip and conducted a mobile engagement study that reveals that moments-based advertising increases purchase intent. We then joined forces with YuMe to explore measures of receptivity and attentiveness, with the findings neatly presented in a short video.

IPG Lab + Kiip Release Moments That Matter Study

Experimental Ad Product: Sponsored Micro-games At Point-Of-Sale

Bonus Video: IPG Media Lab And YuMe Present: Pursuit of Audience Attention