Twitter has announced the launch of the newest takeover ad product on Twitter, Promoted Trend Spotlight. This takeover ad placement pairs the undeniable stopping power of video with the premium real estate of Twitter’s Explore tab.
The Explore tab, Twitter’s collection of trending topics and hashtags, is where people go to see what’s happening, making it a prime location for advertisers to connect with people and conversation.
Disney+ vice president digital marketing Trevor Kelley described using the new product to help launch Disney+ last year.
“Launching a new streaming service – even when it’s called Disney+ – requires breaking through and becoming a part of the cultural conversation. We knew social platforms, including Twitter, would be playing a key role. We leveraged the Promoted Trend Spotlight throughout our campaign as it was important for us to truly capture people’s attention at scale,” Kelley said.
Twitter is now making Promoted Trend Spotlight generally available in the United States, the United Kingdom, and Japan, and expanding the product to 12 additional markets: Australia, Brazil, Canada, France, Germany, India, Indonesia, Mexico, Saudi Arabia, South Korea, Spain, and Thailand.
How it works:
• As a complement to Twitter’s Promoted Trend takeover product, Promoted Trend Spotlight supports 6-second videos and GIFs, as well as static images. Creative displays on mobile and desktop, with the ad running edge-to-edge on mobile.
• Your ad will appear at the top of the Explore tab for the first two visits per person, per day.
• After the initial two visits, the placement moves to the standard Promoted Trend placement and organic editorial content resurfaces in the Spotlight placement.
In an eye-tracking study conducted by EyeSee, a global behavioral research company, people spent 26% more time looking at the Promoted Trend Spotlight as compared to the standard Promoted Trend unit. These longer dwell times generated impact throughout the funnel: from +113% higher ad recall and +18% higher brand consideration to +67 per cent lift in stated likelihood to use a brand in the future. In addition, according to internal Twitter data, people were three times more likely to click through an ad in the Spotlight unit than the standard Promoted Trend.
1. Captures attention: With immersive, full-width creative, Promoted Trend Spotlight captures attention and reinforces your message.
2. Differentiates your brand: Sitting atop the Explore tab, Promoted Trend Spotlight differentiates your brand from other placements on Twitter by appearing next to highly curated editorial content.
3. Surfaces conversation: Tying together the prominent placement and expansive coverage atop Twitter’s Explore tab, brands have the opportunity to generate conversation and invite discussion.
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