Initially renowned for its concise character count, X is evolving into a video-first platform. With video now a part of over four in five user sessions and a 35% year-over-year growth in video views, Twitter is capitalizing on this trend by introducing Vertical Video Ads. This new format offers a full-screen, sound-on advertising experience, tapping into Twitter’s fastest-growing video surface.
Reaching Passionate Audiences:
Over 100 million users engage with vertical video on Twitter daily, accounting for more than 20% of total platform usage. Vertical video connects the community with their passions, including sports, music, entertainment, and news. This presents a golden opportunity for advertisers to reach audiences amidst contextually rich content.
Engagement and Incremental Reach:
Vertical Video Ads have emerged as Twitter’s most engaging ad format. They deliver high-quality views, with users seven times more likely to interact with these ads than those on the Home Timeline. Advertisers can also drive website visits with a call-to-action button that appears after just one second of video play.
First-Mover Advantage for Businesses:
Businesses of all sizes can gain a competitive edge by adopting Vertical Video Ads early. Early adopters have seen lower CPMs on average compared to ads in the Home Timeline. This cost-effectiveness makes it an ideal time to test the effectiveness of this new ad surface.
Brand Suitability with Integral Ad Science:
Twitter has expanded its partnership with Integral Ad Science (IAS) to offer pre-screened, brand-suitable vertical video inventory in the US. This pre-screening aligns with the GARM framework, giving advertisers control over their ad placements.
During beta testing, Twitter delivered zero brand safety floor violations and 100% suitability across campaigns measured by IAS.
IAS’s post-bid Brand Safety and Suitability Measurement product is now available in Australia, Canada, New Zealand, and the United Kingdom. This expansion underscores Twitter’s commitment to brand safety and suitability.
Vertical Video Ads on Twitter offer a unique blend of storytelling, scale, and brand suitability. By integrating IAS’s solutions, advertisers can now captivate their audiences on Twitter while benefiting from brand-safe incremental reach. This development marks a significant step in Twitter’s evolution as a video-first platform, offering new avenues for engaging storytelling and effective advertising.