It’s been a busy week for Twitter, and it seems to be enjoying the buzz created by the #RIPTwitter rumours. Nevertheless, the company really needs to pull its act together because it’s not growing fast enough and not making any money. So, on Tuesday, Twitter launched First View – a Premium Ad Placement. We are all waiting for a “game changer”… Will this be it?
Also Read: #RIPTwitter: What’s Your Reaction To A Non-Chronological Timeline?
First View is a new ad placement for promoted videos, allowing advertisers to be the the top Twitter ad at the top of people’s timelines for 24 hours. Using a premium placement like this ensures that they gain maximum exposure to Twitter’s audience.
With this, Twitter is going beyond Promoted Trends and Promoted Moments, putting an emphasis on video ads.
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In Twitter’s own words,
[quote]First View helps marketers achieve significant audience reach with exclusive ownership of Twitter’s most valuable advertising real estate for a 24-hour period. When users first visit the Twitter app or log in to twitter.com, the top ad slot in the timelines will be a Promoted Video from that brand. Now, marketers can tell a powerful visual story across the Twitter audience.[/quote]
For now, First View will only be available to managed clients in the US – 20th Century Fox being the first to try it out. According to Marc Weinstock, President of Domestic Theatrical Marketing in 20th Century Fox,
[quote]Word of mouth is more important than it has ever been in movie marketing. And there is no better word of mouth social platform than Twitter. Twitter’s First View is a great opportunity to widely distribute our trailer for Mike and Dave Need Wedding Dates while generating buzz and social conversation. We are able to hit a broad movie-going audience with great video in a way that not just garners views, but actually creates social momentum.[/quote]
First View seems to be at least an interesting addition to Twitter’s plans to monetise its platform, despite only targeting larger clients – and US-based ones for now.
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This follows thoughts for tweets of up to ten thousand characters, and of course also the rumours of the possibility of Twitter launching an algorithmic timeline, Twitter is looking for the next big idea that will take it to the next level, winning both users, and advertisers in the process.
What do you think?