Twitter continues to up its video arsenal, with updates set to bring full-screen video advertisements to the mobile Twitter app.
In to interstitials
In a presentation about how to monetise their Moments feature, Twitter has revealed they’re going to launch full-screen vertical video interstitial ads in twitter feeds on Android and iOS mobile devices.
For Twitter advertisers, the interesting parts are that the app is going to set the videos to full-screen and appears to be targeting a vertical orientation.
Moments launched about 18 months ago as a Twitter-led showcase of interesting things to be found on the platform. In late 2016, Twitter first opened moments to everyone, with a strategy obviously intended to get brands on board.
In fact, Twitter had been implementing Moments monetisation strategies within weeks of its launch. Promoted Moments have been cropping up since just two weeks after Moments itself went live.
Holy snap ad, tweet man
Both Snapchat and Instagram have implemented interstitial video advertising. Some outlets are reporting that Twitter’s interstitials will look to clone their successes, limiting videos to 10 second grabs.
Twitter has so far refused to elaborate on formats or restrictions for the forthcoming video ad expansion, so others’ reports on those elements are largely speculation.
Vertical video can be a challenge for companies: they need special production because standard landscape video orientation doesn’t convert easily. However, Snapchat is taking the lead pushing that format to advertisers.
Also, studies have shown that many users tune out interstitials and click by them without second thought.
It remains to be seen whether Twitter’s implementation can overcome these challenges to deliver some cost-efficient advertising options of which tweeters will take note.
Will full screen video capability make you more likely to spend on Twitter ads?
Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.