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Twitter Introduces 6-second Video Ad Unit

author image Written by: Jérôme Léon           Categories - In The News, Social Media

Twitter Provides Marketers New Biddable Video Ads Option

Twitter is giving advertisers the option to bid on the first 6 seconds of a video ad view in an effort to capitalize on the growth of video advertising on its platform. The social media platform is investing in video after a successful second-quarter earnings report, which saw ad engagements rise 20% over the last year. The new short video ad unit is now available to advertisers globally. Ads will be charged on a cost-per-view (CPV) basis and will only be billed when at least 6 seconds are viewed with pixels at 50% in-view. As explained by Twitter: “With mobile video consumption at an all-time high, studies show brand impact happens almost instantaneously (within seconds) with video ads. A recent Twitter-sponsored study by EyeSee determined short-form (under six seconds), sound-off videos with clear branding drive significantly better ad recall and message association on mobile than linear TVC style videos. Optimal video creative and viewing experiences drive brand lift and sales.”

A Closer Look

graph of eyesee case study about video
Source: IPG Media Lab
The company co-sponsored a study with behavioral research company EyeSee that claims 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. Twitter described the new 6-second video ad unit as 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.” The new ad unit is available for promoted video, in-stream video sponsorships, and in-stream video ads, and offers the possibility of transacting on to a longer format video. The company also reported that video ad formats continue to be its fastest-growing ad format. Since Twitter is a platform where views are not forced on users, video consumption tends to be shorter on average. This presents a unique challenge to advertisers as the need to engage viewers immediately has never been greater.

Jérôme Léon

TikTok Launches Branded Mission

05/19/2022

Let’s face it – TikTok is the place to be. With more than 1 billion monthly active users worldwide and the highest download numbers this year, this platform has surpassed both Instagram and Facebook.

Creators on the platform are slowly redefining culture and entertainment as we know it and every brand wants a piece of that magic of collaborating with influencers. Collabs between creators and brands aren’t a new concept. It has been around for some time now and it works pretty well. Now, it could work even better, with TikToks Branded Mission.

Read More: Five Benefits Of Influencer Marketing

With Branded Mission, creators can engage with brands directly and create (and monetize!) their content for particular marketing campaigns. Now, they can collaborate with or without an advertising agency of record. This means that digital marketers have a new way of reaching the target audience sweet spot, Gen Z and Millennials. A more direct way, let’s say.

Photo Source: https://newsroom.tiktok.com/

The Power Of Collaboration

With Branded Mission, brands can invite creators to take part in a campaign – as long as their content resonates with both their brand and their audiences on TikTok. That way, the brands can be closer to the communities on the platform and help creators contribute to a campaign with the power to boost the top-performing content that goes great with their brand.

By using this Branded Mission, advertisers can:

  • Engage the community to participate in branded campaigns.
  • Let creators tell the most relatable brand story in an authentic way.
  • Discover a diverse ecosystem of creators who are the main drivers of culture on TikTok.

Branded Mission allows the creators to get selected by digital marketers and create branded content. As long as they are at least 18 years old and have more than 1000 followers, creators can partake in Branded Mission. That should also increase their chances of making money on TikTok.

On each Branded Mission page, creators will see the potential earning opportunity before choosing to participate. – stands in the statement.

Also, creators whose videos do get selected by the brand will have boosted traffic. Combined with TikTok Pulse, the platform’s ad revenue share program, creators’ chances to succeed as full-time content creators are as high as possible.

Read More: What Is TikTok Pulse

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‘And That’s The Way The Cookie Crumbles’

03/15/2022

The wish for having it both ways has always been out there, and when it comes to digital marketing, it’s getting even harder to achieve. With more and more concerns about privacy and data collection, it has become challenging to track your potential prospects. As we all know, tracking is crucial for a successful digital marketing strategy. So, what’s this with Google’s plan of stopping the support of third-party cookies in its Chrome browser? Well, it’s privacy.

General data protection and privacy is becoming more important by the day – it is a big thing in Europe and it has made it far harder to collect and use customer data. This part of the globe has its own versions of it and advertising companies are starting to think about alternatives.

The death of third-party data collection will make us try harder to accurately show just how well a marketing investment will result in, well, results (leads, sales, revenue – important stuff).

Third-Party Cookies

Third-party cookies have been a go-to solution for years when it comes to measuring digital ad performance – and once Google stops supporting them, it will be way harder to see view-through conversions (if someone saw your ad and converted on your website later).

The problem with them, as noted in this article, is fake results. Hold up, don’t come at me that easily, keep reading.

If you use multiple channels for your latest campaign, you will, of course, get multiple reports. Every report will have the same number of conversions, and by that logic – if you used two channels and got 100 new leads, according to the reports you will have 200 new leads because both channels showed the ads to a prospect. Ain’t that false? But, the channels will likely try to take credit for it – and that costs money, and reputation in a way.

How To Handle the removal of third party cookies

There are some options – one of them being using first-party cookies.

Having them on your website will help you see which marketing channels and campaigns are resulting in conversions. You can see the number of times people visited your website before they converted, you can give credit to your organic search and email, and you will avoid the double-tracking mentioned above. This way, you will have one true source of tracking information and will show you the exact results and true value of what you have going on.

Other options include:

  • Identity Solutions – email address, phone number, login ID. This uses 1st-party cookies on your website
  • Google’s Privacy Sandbox – still developing
  • Publisher Provided Identifiers (PPIDs) – a PPID is an identifier assigned to a user by a publisher, the user logs in and it enables to deliver of personalized ad campaigns
  • Contextual Targeting – doesn’t rely on personal data, but on the web page’s contents for keywords and phrases (time spent browsing)
  • Data Pools or Data Clean Rooms – storing a large amount of data
  • User Identity Graphs – combines personal identity information (email address) with 1st-party cookies and publisher IDs.
  • Digital Fingerprinting – identifying users by recording their IP, plugins, screen size, browser, time zone and OS.

Having a diverse approach might be a good strategy – combining multiple ways and gathering first-party data could give you a detailed understanding of what’s going on with your campaign while respecting your prospects’ privacy.

Measuring return on investment from media platforms is about to get harder, less accurate and, in the end, not even possible when we say goodbye to these cookies. That won’t happen until next year, but you need to start practising and adjusting now.

 

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