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An earlier Twitter-sponsored study had found that muted short-form videos that have clear branding delivered better ad recall.

Social media giant Twitter said it would be launching a new video ad bidding option, that will let brands run short video ads that can run up to 15-seconds. The mini-blogging platform further said that Advertisers would only be charged if their ad has been viewed for at least six-seconds with pixels at 50% in view.

This new format, which is similar to YouTube’s six-seconds bumper ads, will also offer advertisers additional flexibility of running longer ads. This piece says can that new format can be significant to organisations which are focused on substantive view rates.

Video ad formats are Twitter’s fastest-growing ad format and accounted for more than half of its ad revenues in April 2018.

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