Twitter introduces 6-second viewable video ad bids

Twitter is rolling out a new video ad bidding option that allows advertisers to run 15-second or shorter video ads, but only be charged if the ad is viewed for a full six-seconds with pixels at 50% in-view.

Twitter called it a “Flexible option for advertisers who care about the completed view metric, but are ready to lean into the mobile-first paradigm and develop short-form assets optimized for in-feed viewing.”

Why we should care

This new six-second video ad bidding option takes a page from YouTube’s 6-second bumper ads but offers the flexibility of running longer creatives. It should appeal to brands focused on substantive view rates.

“This six-second video ad solution, paired with compelling creative, increased our view rate by over 22%,” said Alice Oliveira, the CSB Brazil marketing director for Dell, who had early access to the video ad bid option.

Short-form videos with the sound-off that included clear branding delivered a significantly better ad recall and message association on mobile compared to linear TV-styled videos, according to a Twitter-sponsored study by EyeSee.

More on the news

• Twitter is rolling out the new video ad bidding option globally on Monday.
• It is available for Promoted Video, In-stream Video Sponsorships and In-stream Videos Ads that include assets at 15-seconds or less in length.
• In April, 2018, Twitter accounted more than half of its ad revenue to video ads. The company reported on Monday that video ad formats continue to be its fastest-growing ad format.

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About The Author

Amy Gesenhues

Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.