Twitter has added a new bidding option that ensures advertisers aren’t wasting cash on bad views or wrong audiences.
The new six-second video bidding feature means that advertisers are only charged if the ad is viewed for at least six seconds at a 50% view.
The feature is available on Promoted Video, In-Stream Video Sponsorships and In-Stream Video Ads for ads that are no longer than 15 seconds.
According to the social network, mobile video consumption means that video ads need to make an immediate impact. According to a recent study conducted by EyeSee, six-second video ads with clear branding performed better for ad recall and message association on mobile than linear TV-style videos.
“With this, advertisers have the security of transacting on a longer view, while still providing the optimal experience of a short-form, mobile video to their audience,” Twitter wrote in a blog post.
“Increased publisher transparency sits at the heart of today’s ad industry agenda. With advertisers vying for the attention of consumers, the days of grappling to measure true engagement of digital ads may soon be over, but there’s still a way to go. This latest move from Twitter heightens this viewability contest, following the recent promise from Teads and Oracle to only bill for 100 per cent viewable ads,” said Paul Wright, managing director of UK, France & MENA at digital ad agency Appsflyer.
Twitter said the ad unit had been created for advertisers looking to measure completed views.
Dell Brazil was among the first companies to test the new option. The company says it saw a 22% increase in view rates.
— Dell no Brasil (@DellnoBrasil) April 11, 2019
The announcement follows a Twitter ban on ads from state-controlled news outlets. The ban comes as Chinese media outlet Xinhua launched ads in support of attacks on Hong Kong protestors.