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Twitter rolls out new video buying model with 6 second ads

Twitter is rolling out a new video ad bidding option that allows advertisers to run 15-second or shorter video ads, but only be charged if the ad is viewed for a full six-seconds with pixels at 50% in-view.

Twitter called it a “Flexible option for advertisers who care about the completed view metric, but are ready to lean into the mobile-first paradigm and develop short-form assets optimized for in-feed viewing.”

The social media platform said the launch is to help advertisers get their videos in front of audiences, since brand impact happens within seconds.

The bid unit is globally available on promoted video, in-stream video sponsorships and in-stream video ads for assets that are 15 seconds or less in length.

Twitter claims the new model gives advertisers the security of transacting on a longer view, but still provide a short-term video experience to viewers.

Advertisers such as Dell are already using the model, working with agency VMLY&R Miami to trial the approach in Brazil.

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