Twitter launches ad product called 'Promoted Trend Spotlight'
Twitter has launched a new takeover ad product, the Promoted Trend Spotlight, which allows brands to utilise Twitter’s video format while acquiring prime visibility on the service’s Explore tab. The product will now be available in 14 markets in addition to India -- Australia, Brazil, Canada, France, Germany, Indonesia, Japan, Mexico, Saudi Arabia, South Korea, Spain, Thailand, the United Kingdom and the United States.
The Promoted Trend Spotlight will complement the Promoted Trend takeover with 6-second videos, GIFs, as well as static images. It will allow brands to display their content at the top of Twitter’s Explore Tab for the first two visits, per person, per day. The product also gives brands the liberty to switch their creatives throughout the day to sequence their messaging for audiences. Once a viewer has visited and viewed the Spotlight ad twice in a day, the ad will be moved to the standard Promoted Trend placement, and be replaced by organic editorial content.
With full-width creatives, the Promoted Trend Spotlight extends an immersive viewing experience for audiences, resulting in greater recall of the brand’s messaging. According to a study by EyeSee, the product generates 113% higher ad recall as compared to the standard Promoted Trend.
The ad’s placement at the top of the Explore Tab not only lets the brand stand out from the other ads on the service, but also, appearing next to highly curated editorial content extends the opportunity to generate conversations on the platform. As per Twitter’s internal data, people are three times more likely to click through a Spotlight ad than the standard Promoted Trend.