First view lets brands get their video seen on Twitter
Importance: (For big brands advertising on Twitter )
Recommended source: Twitter blog
Yesterday Twitter announced the release of a new ad product which opens up Twitter's most valuable real-estate for brands to get their message across. Called First view, it allows brands to pay to have their video appear in the very first moment someone opens their Twitter app or log onto Twitter.com, for a period of 24 hours. For now it is only video ads which can be promoted via First View, but Twitter is reportedly considering offering First View for different ad-options in future.
The benefits of having your ad appear at the start very top of someone's Twitter feed is obvious. It is the best place for securing views and could be better for engagement as well. Offering brands this valuable ad space will mean it will certainly come at a premium. Twitter position the product as a way to achieve greater scale with Twitter ads and reach larger audiences, which means it is probably going to be best for larger brands and those looking to target consumers rather than B2B. It'll probably work better for products with mass appeal rather than those looking to target small, niche audiences.
Twitter haven't released a huge amount of information regarding the new ad product yet. It is likely the targeting options will be the same as Twitter's current ad offering. First view is currently being rolled out gradually to certain Twitter clients in the US and will be expanded globally in the coming months.
We'll keep you updated about any new announcements regarding First View from Twitter.