On the heels of a much-maligned public Timeline test that spawned the popular #RIPTwitter trending topic last week, Twitter has unveiled an ads product that will alter users’ Timelines somewhat—though not in the dramatic algorithmic fashion that has been rumored in the past.
Twitter First View Video ads, introduced in a blog post today, will provide advertisers exclusive ownership at the top of every signed-in users’ Timeline for a 24 hour period. A Promoted Video will replace the first tweet across web, mobile web, and all app properties—the reason that Twitter is calling this First View video their “most valuable real estate”.
The timing of this new video ad product is beneficial, to say the least: Twitter is due to report Q4 2015 earnings tomorrow, and though the #RIPTwitter debacle obviously won’t impact last year’s revenue results, there are sure to be questions. On top of this, according to a report on MarketingLand today, while Twitter saw a 72% increase in impressions this past Super Bowl, engagement was down 25%—again, another topic potentially on the minds of reporters tomorrow. (In all fairness, Facebook saw the same engagement decrease; they just aren’t hurting nearly as badly.)
Twitter isn’t quoting a price for their First View product, though you can use your imagination (and own knowledge of avg. cost per view on video ads) to try to determine how much the social network will try to charge for 100% SOV for 24 hours. Currently, Twitter First View Video is only available to limited advertisers in the US, but will be rolling-out internationally in the coming months.