Twitter will start charging advertisers for video ads only once they’ve been viewed for six seconds as part of a new buying model.
The update rolls out globally today, with the video ad also needing to be at least 50% in view on a user’s phone.
Twitter says the introduction of a six-second video bid unit aims to provide advertisers with the security of transacting on a longer view, while still providing the optimal experience of a short-form, mobile video to audiences.
The social media platform has already worked with Dell and VMLY&R Miami to bring the format to Brazil.
“As a conscious social brand, Dell consistently aims to distribute content to users, in a way where their experiences are enhanced,” Alice Oliveira, marketing director at Dell, says.
“This 6-second video ad solution, paired with compelling creative, increased our view rate by over 22% making Dell Brazil leaders in best video result in the market.”
The bid unit is available on Promoted Video, In-stream Video Sponsorships, and In-stream Video Ads for assets 15 seconds or less in length.
Twitter claims a study by EyeSee which it sponsored shows brand impact happens within seconds for video ads. The study found short-form (under six seconds), sound-off videos with clear branding drive “significantly better ad recall and message association on mobile than linear TVC style videos”.
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