Twitter rolls out short-form video ad bidding option

It will only charge advertisers if at least 50 per cent of the ad is on screen for six seconds or more

by exchange4media Staff
Published - Aug 20, 2019 8:56 AM Updated: Aug 20, 2019 9:21 AM
Twitter ads

Twitter has introduced a new video ad bidding option that allows advertisers to run 15-second or shorter video ads on its platform. Twitter will only charge advertisers if at least 50 per cent of the ad is on screen for six seconds or more.

The platform called it a “Flexible option for advertisers who care about the completed view metric, but are ready to lean into the mobile-first paradigm and develop short-form assets optimized for in-feed viewing.” Without going into specifics, Twitter said its video ad formats particularly showed strength.

This self-serve tool across mobile and desktop inventory is globally available within promoted video, in-stream video sponsorships and in-stream video ads for assets 15 seconds or less in length.

The company recently co-sponsored a study, with behavioral research company EyeSee, which claims  that sound-off videos six-seconds or shorter with clear branding drive better ad recall on mobile than traditional linear TV commercial-style videos that can be up to one minute long.

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