Twitter’s Promoted Moments Will Get Its First Test Sunday
New native ad product will launch first with a Moment featuring "Creed," a reboot of the Rocky movie franchise.
Twitter’s Moments is getting its first advertising moment.
The company announced today that it will begin testing promoted Moments on Sunday, launching with an entry from producers of the movie “Creed,” a reboot of the Rocky franchise. As reported previously, Promoted Moments will remain visible for 24 hours within the Moments tab and be labeled similarly to promoted tweets.
Launched two weeks ago, Moments is an effort by Twitter to attract more users by creating a more curated view of its content. Twitter has hired an editorial team to sift through tweets about current events, from the important to the frivolous, and package them to tell stories. On mobile devices, Moments display in an immersive manner with full-screen video and photos. Twitter has also given a handful of publishers — the New York Times, BuzzFeed and Getty Images, for instance — the ability to produce Moments.
Now brands will get their chance. The test is being offered to selected brand partners in the US.
“Promoted Moments will have all the features of a Moment you see right now, and instead of curators creating the moment, it’ll be a brand,” Matt Derella, Twitter’s vice president of revenue for North America, told Bloomberg News. “The real estate they get is going to be really prominently displayed.”