Dive Brief:
- Twitter has partnered with Dentsu Aegis Network to offer a limited group of advertisers a guaranteed video ad product per Ad Age reporting. Around a dozen brands testing the format with campaigns costing in the low six figures.
- The product allows advertisers to buy pre-roll video ads with a guarantee they will be seen by a target group of consumers providing the marketers with a more TV-like ad buying experience. Twitter developed the format in response to a request by Dentsu.
- In separate Twitter news, the social media platform will begin offering Moments creators with viewership metrics including total views, unique viewers, completion rates, shares and likes, according to Marketing Land.
Dive Insight:
With this news Twitter, which has been struggling with user growth, appears to be leveraging its existing strong relationships with agencies and brands to try to bring some innovation to the digital video ad space.
Twitter is a good social media platform to test more TV-like ad buying options since, like its competitors, it has become focused on video, it offers a pre-roll video format like YouTube and it already has quite a bit of quality video inventory via deals with sports leagues. Bloomberg and others already bring TV-like video content to the platform.
The test comes at a time when video advertising spending as well as video content is in something of a transition period. Media companies are chasing cord cutters and other groups, particularly younger demographics that aren’t watching linear TV, hoping to reach them on digital and social media platforms with content while marketers are rethinking video ad budgets to make sure they are reaching the desired target audience.
