Dive Brief:
- Two weeks ago Twitter unveiled its Moments feature with curated news, and the first Promoted Moments campaign ran this weekend for the upcoming movie, “Creed.”
- Promoted Moments gives marketers a channel for 24 hours to curate tweets, video and other content.
- The ad unit is akin to native advertising in that the promoted channel will look like other Moments channels, but instead of curators choosing the content it will be the advertiser.
Dive Insight:
The paint is still wet on Twitter’s Moments feature, and it’s already making money for the social media platform. Moments launched two weeks ago and the first Promoted Moments campaign ran this weekend featuring the upcoming movie, “Creed.”
Matt Derella, Twitter’s vice president of revenue for North America, told Bloomberg, "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. The real estate they get is going to be really prominently displayed."
He added Twitter expects to eventually have one Promoted Moment per day. The cost for a Promoted Moment hasn’t been disclosed but Twitter hinted it is closer to the premium pricing for Promoted Trends instead of Promoted Tweets incremental, bid auction pricing. Promoted Trends cost around $200,000 per day.
