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Though it took some months but finally the testing phase is over and Twitter is officially rolling out its new ‘Promoted Trend Spotlight’ ad unit, which is a takeover ad displayed at the top of the Explore tab.
Twitter announced the launch of the new takeover ad unit on Monday however the social media company had started testing the feature in 2018 itself.
Indubitably, the ad placement option is a prime opportunity for brands to take up to the top section of Twitter’s Explore tab for their major brand awareness campaigns. Apart from the main feed, the Explore tab is one of the most frequently visited sections on Twitter as it houses Twitter’s trending topics and it may enhance the recall value for brands if they display their ads there.
Here’s what it looks like:
Moreover, any advertiser across the world can make use of Promoted Trend Spotlight as it is now available for everyone and almost every country that include the US, the UK, Japan, Australia, Brazil, Canada, France, Germany, India, Indonesia, Mexico, Saudi Arabia, South Korea, Spain, and Thailand.
Advertisers can use the new ad unit in combination with Twitter’s Promoted Trend takeover for enhancing the visibility with 6-second videos, GIFs, and static images. The ad unit is compatible for both mobile and desktop. In case of mobile phones, it actually fills the entire width of screens.
Twitter will show a Promoted Trend Spotlight to all the users immediately on their first two visits to the Explore tab everyday however after then they move the ad unit to the standard Promoted Trend placement.
An interesting fact about the new update is a recent eye-tracking study revealed that people spent 26% more time looking at the Promoted Trend Spotlight compared to the standard Promoted Trend ad.
“These longer dwell times generated impact throughout the funnel: from +113% higher ad recall and +18% higher brand consideration to +67% lift in stated likelihood to use a brand in the future. In addition, according to internal Twitter data, people were three times more likely to click through an ad in the Spotlight unit than the standard Promoted Trend.”
Advertisers have been asked to contact their Twitter Client Partner if they want more information on how to get started with the Promoted Trend Spotlight.
Source: SEJ