In an effort to better compete with Facebook in the advertising space, Twitter has just announced the release of video autoplay. This announcement comes after many months of diminishing investments from advertisers for their video campaigns.
The video card product that Twitter has been promoting for months will be removed, and an autoplay video campaign type added. Similar to Facebook, the new product will only necessitate a three-second view to be counted as an engagement.
Videos on Twitter will now reach many more users at a much lower CPV, which is similar to Facebook. This is a great move for Twitter as the average CPV for video card use was approximately $1.00 compared to Facebook’s $0.02.
Twitter is very aware of the missed client investment opportunity and has decided to create the auto play feature to rectify this situation.
Twitter’s previous video card ensured advertisers video content was only engaged with by qualified/interested viewers, a major competitive advantage over Facebook. The previous system resulted in a much higher (two times as much) completed video view rate than users on Facebook. Advertisers’ video content will now lose major ground in terms of qualified/completed video views due to the introduction of the auto play feature.
An unfortunate aspect of this new campaign type is that if we can expect the same drop in completed video views as when Facebook switched their video campaign type, we will likely see at the very least a 38% drop. This is a great disappointment to analysts that focus on real performance and optimize targeting accordingly.
Twitter is making a big shift here, and gambling that it will pay off but only time will tell if this is a win or a loss for them. As always, we will be monitoring performance in detail during this transition time and keep you informed of our analysis. Many more updates and features will be added to Twitter in the coming months, as it is trying to become a true competitor to Facebook.
What do you think the impact of this change will be? Let us know your thoughts, is this a win or a loss for Twitter?
This article was originally written by Matthew Gangnier.