Twitter’s Latest Product Puts Branded Video Content To The Front

Twitter’s Latest Product Puts Branded Video Content To The Front
SHARE
THIS



Twitter Australia has launched a feature called ‘First View’ which puts video advertising smack bang at the top of Twitter’s timeline both within the mobile app and on desktop. Angus Keene, sales lead Twitter Australia, discusses First View, its advantages and why video is so damn important for the platform.

Video is becoming more and more important for the platform. According to Sam Duboff, product marketing lead at Twitter, video views on Twitter grew by 220X from the end of 2014 to the end of 2015.

To capitalise on the video surge on Twitter, the platform has launched First View which gives brands the top spot on desktop and second place on the app. “It’s really simple, when a user opens a Twitter app or they go to desktop the first thing they will see is a video ad from the advertiser using the First View product over a 24 hour period…It’s a product that ensures brands are reaching the greatest possible audience using a really innovative new product.”

At this stage First View rolls out to everyone nationally, however the creative can be refreshed with different versions of the video throughout the day. “The ability to refresh creative over a 24 hour period is really powerful. Recency drives generally higher engagements and higher video views on the platform.

“So you could have different ads based on the different time periods during the day. A brand might want to say a different message to their audience in the morning versus the people who come to Twitter the first time during lunch.”

Top spot on Twitter for 24-hours could appeal to a wide range of brands; product launches, movie releases, premiers, sporting events and brand sponsorship aligning to big events etc.

The first brand to jump on as partner of First View is Samsung Australia. “It was a really natural fit for them to reach a mass audience with that premium placement with their launch of Galaxy S7 and Galaxy S7 Edge smartphones. What’s fantastic is we’ve achieved really positive results with them.”

According to Twitter, First View Samsung achieved 39 per cent more video views compared to running a standalone video views campaign. Also First View Samsung saw a 30 per cent lower cost per view (CPV) vs. running a standalone video views campaign.

Philip Newton, corporate vice president and CMO at Samsung Electronics Australia said in a media announcement: “Word of mouth is more important than ever. Twitter’s First View gives Samsung the opportunity to reach a wide audience to generate buzz and conversation about our new #GalaxyS7 and #GalaxyS7edge smartphones. We are able to hit a broad audience with great video content to help drive social momentum.”

First View joins a long line of new features on the platform, it is the sixth announcement this month. Twitter’s latest changes include adjusting the timeline algorithm, rolling out a GIF library, easier customer service with direct messaging to brands and more direct customer feedback, as well as the new lightning bolt tab Twitter Moments.

Commenting on all the changes at Twitter globally, Keene added it’s all a part of a master plan: “I think with Jack (Twitter’s CEO) is really focused on re-structuring the business for agility and a real focus on what we’re best at. So we have a focus on video, First View is a video product, we’ve had a lot of success in the video space…It makes sense that we’d continue to evolve in that space.”

Please login with linkedin to comment

Latest News

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Domain Boss Anthony Catalano Exits
  • Media

Domain Boss Anthony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]