Twitter has launched a new creative format that combines video with a website preview, removing some friction from the customer journey, and bringing more personalised interactions with brands.
Brands that want to create a more “seamless user experience” for consumers now have a new creative format to work with. It’s called Video Website Card, and as Twitter explains in a recent announcement for the feature, it “combines the power of video with the ability to drive users back to a site to learn more or take action in the moment.” This is because – instead of just offering a traditional text link for users to follow – Video Website Card links directly with a website preview, allowing consumers to take action as soon as they click through.
The Video Website Card consists of an auto-playing video, a headline that can be customised, and a destination URL with a large tap target, and is designed to work with various brand objectives. Whether that is video views, website clicks, or awareness, the Video Website Card can be paired with different ad types for maximum effect.
It’s nice to be alerted when something’s a little off. Stay on top of things like unusual account activity.
— Bank of America Tips (@BofA_Tips) 5 June 2017
So, for example, paired with First View ads, it gets the most reach possible, while also allowing consumers to click through to find out more in a second. As Twitter explains, the “Video Website Card removes friction for the consumer to engage, learn, or convert at their own rate.”
Businesses can use Video Website Card with auto-playing video, to showcase their brands’ value, and/or their products or services before someone even clicks through. The Video Website Card is very effective, steadily getting 2x the clickthrough rate than the benchmark for mobile video ads. It also works on a simple idea – “to keep consumers’ attention as they move down the funnel.” As the video plays on mobile, a website loads below it, allowing more people to simply transition onto the website itself. This increases retention significantly at it drives traffic to the site a lot more efficiently.
The Video Website Card is now available to all advertisers globally. You can find out more at ads.twitter.com or speak directly with your Twitter account team.