Yesterday, Twitter announced the launch of First View, a new "reach block-like" ad offering, which is now available to US advertisers. Their new ad product puts immersive video creative at the forefront of a user’s experience. “First View enables advertisers to reach a massive premium audience with a Promoted Video exclusively in the top ad spot in timeline for 24 hours”.
First View will allows advertisers to insert themselves in the conversation during those key cultural moments, providing a stronger guarantee of reach. While First View has just launched, we are expecting that though cost per engagement and cost per video view may increase, the cost of reach will decrease.
At iProspect, we have always found Twitter to be a strong engagement driver, but it lacked the reach and scale of their competitors; with their new buying models released in the last year, we’re now able to optimize toward metrics more in-line with our clients’ business objectives and more accurately measure the success of their campaigns. We are not alone in this new view on the platform. Twitter is now top-of-mind for both media planning and media buying professionals seeking to use social to drive true business objectives.
Paired with video, First View is presumably seeking to rival Facebook’s TRP buying tool and Reach & Frequency buying products. Both intend to drive high-impact video with massive reach, and shift TV advertising dollars to mobile, as consumers recently spent more time with mobile than TV for the first time ever. First View requires video as the creative format to ensure this premium inventory showcases premium content. According to Twitter, video tweets are 6X more likely to be shared and therefore earned impact to drive scale of brand conversation.
We’re hopeful that Twitter will continue rolling out impressive new products in 2016 and First View seems to be a great example of one. As your performance marketing partner, we will continue to test and monitor the performance of First View and Twitter’s other ad products to identify the most effective tactics for your business this year.