Twitter has confirmed that it is making First View available in Europe, following what it describes as a successful launch in North America. It’s Twitter’s latest move to make itself more appealing to brand advertisers, as it continues to battle a declining user base.
What is it?
First View will allow brands to pay for exclusive ownership of the top ad slot on Twitter for a whole 24-hour period.
Brands who take up the option will find their video message sat in the top ad slot of a user’s Twitter timeline, as well as the top of the trending topics list, for a full day.
The ads will be video only at launch, as Twitter see this as a key medium for arresting it’s stagnating user growth. Other forms of tweet could be rolled out in the future, but it is rich media that Twitter believe is the best option at present for this form of paid exposure.
Who’s on board?
— UniversalPicturesUK (@universaluk) March 31, 2016
With Twitter’s share price now hovering around $16 a share, the social network is counting on big brands stumping up significant revenues for this most premium of ad slot.
During trials in the US, First View attracted interest from the likes of 20th Century Fox and Jeep. In the UK, Universal Pictures became the first brand to utilise First View, with a trailer for the movie ‘The Huntsman’.
That perhaps provides an indication into not only the types of content that are likely to work on this platform, but the costs involved.
Will it work for me?
The type of brands and ad campaigns that have already run on First View are perhaps indicative of the types of content and campaigns that are likely to be successful on this ad platform.
“This is not just another advertising format, this enables us to reach and engage with our unique audience with impact thanks to video,” claimed Jérémie Ballouard, Digital and CRM director, Groupe FCA Fiat Chrysler Automobiles (the owner of Jeep). It’s a statement that suggests that Jeep’s motives for utilising First View are very much about volume and awareness.
Twitter First View is unlikely to be a direct acquisition channel but instead, one that is used predominantly for brand and product awareness. In reality, this is simply an evolution of media buying. As traditional above-the-line mediums, such as TV, radio, print and outdoor struggle to reach modern, connected audiences, Twitter has seen a clear opportunity in this market.
Film trailers will naturally work in this market – it is one of the few forms of advertising content that consumers actively crave – and brands that successfully make above-the-line marketing work for them may find value in taking this activity to another platform.
But if you’re hoping that First View is going to be a direct acquisition channel, you may want to look elsewhere.