Premium Twitter Explore Page Placement Made Available for Video and Gif Ads
Twitter is giving advertisers the opportunity to snag a piece of “premium real estate” for their Twitter ads by rolling out a new ad unit in the Explore tab. The Explore tab, which is where the top trending topics on Twitter are shown, is one of the most visited sections outside of Twitter’s main feed, making it a highly coveted spot for ad placement. One of the first brands to take advantage of the new Promoted Trend Spotlight ad unit was Disney, who leveraged the ad unit to help promote its new streaming service, Disney+. Here’s what that looked like: Source: Twitter
“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,” said Trevor Kelley, Disney’s Vice President of Digital Marketing in a Twitter blog post.
How It Works
The Promoted Trend Spotlight, which Twitter began testing back in 2018, will support 6-second videos, GIFs, and static images. The ads are optimized for both desktop and mobile, where they will run edge-to-edge. For every user, these ads will appear at the top of the Explore tab for the first two visits per day and after being viewed twice, will move to the standard ‘Promoted Trend’ placement. After the move, organic editorial content will be pushed back into the Spotlight placement. Currently, Twitter has only made the new ad unit available to advertisers in the U.S, UK, and Japan. However, Twitter has indicated that it plans to roll out the Promoted Trend Spotlight to 12 additional markets in the coming months. This will include:
- Saudi Arabia
- South Korea
The Value of the Promoted Trend Spotlight
So, why would advertisers want to take advantage of this new ad placement over the existing Promoted Trend ads? Turns out, the new ad unit has proven to be incredibly valuable for advertisers. According to Twitter, users are 3 times more likely to click through an ad in the Spotlight unit than the standard Promoted Trend. A study from market research firm EyeSee also reinforced the value of the new ad unit, finding that Twitter users spent 26% more time looking at Promoted Trend Spotlight ads compared to the standard Promoted Trend ad. As a result, the Promoted Trend Spotlight ads generated 113% higher ad recall and 18% higher brand consideration. So, what does all this mean? Essentially, this engaging new ad format will help advertisers to expand their visibility on the social media platform, as Twitter’s usage has grown by 17% over the past year.