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Twitter aims to extend immersive viewing experiences with new ad format

Twitter aims to extend immersive viewing experiences with new ad format

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Twitter has rolled out the Promoted Trend Spotlight, a new takeover ad product, which allows brands to utilise its video format while acquiring prime visibility on its Explore tab. The Explore tab features a collection of trending topics and hashtags, making it a prime location for advertisers to connect with conversations and consumers. The product is currently available in 14 markets globally including six in Asia Pacific - Indonesia, Thailand, South Korea, Japan, Australia and India.

The Promoted Trend Spotlight will complement the Promoted Trend takeover with six-second videos, GIFs, as well as static images. It will allow brands to display their content at the top of Twitter’s Explore Tab for the first two visits, per person, per day. The product also gives brands the liberty to switch their creatives throughout the day to sequence their messaging for audiences. Once a viewer has visited and viewed the Spotlight ad twice in a day, the ad will be moved to the standard Promoted Trend placement and be replaced by organic editorial content.

According to Twitter, the Promoted Trend Spotlight extends an immersive viewing experience for audiences, resulting in greater recall of the brand's messaging. The new ad product will also allow brands to differentiate from others on Twitter by appearing next to highly curated editorial content. Citing its internal data, Twitter said consumers are three times more likely to click through a Spotlight ad than the standard Promoted Trend.

Ambreena Budaly, global director, social media strategy at LEGO Group, said that with Spotlight, it was able to pair its creative video asset with a high-impact placement that helped it drive awareness, generate multiple mentions and inspire new conversations around the brand and the campaign.

Separately in Decembere 2019, Twitter said it is funding a new research team that will develop an “open and decentralised standard for social media”. According to CEO Jack Dorsey, this will be to evolve the current social media scene into an email-like one where users from different networks can communicate with each other – no matter the platform of their choice. Dorsey added in his tweets that this would help users to control how networks recommend content to them rather than “algorithms directing one’s attention”.

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