Brands who take up First View with Promoted Trends will take the top ad slot in the Twitter timeline for a 24-hour period. Subsequently, a video ad will not only appear top of a user’s timeline but also top of their trending topics list.
Film studio Universal UK is the first brand to make use of First View – which is available in 29 European markets including the UK, France and Germany – to promote a launch trailer for its new film The Huntsman: Winter’s War.
Bruce Daisley, Twitter’s VP of sales for Europe, is confident that First View will “drive cinema ticket sales” for Universal. Twitter says initial tests in Europe show that First View leads to a 78% increase in brand recall.
He says: “First View is a great addition to the tools that we already offer advertisers to help spark conversation and make that live connection through Twitter with the right audience.
“We’ve already seen some fantastic success from the initial results with 20th Century Fox in the US and Jeep in France on First View. And for film studios, like Universal, it is not only a great way to ensure high quality video is seen and talked about, but ultimately to help drive cinema tickets sales.”
Video is a key battleground for Twitter as it aims to bounce back after announcing its user growth had stalled back in February.
Over recent months, Twitter, which claimed it reached 130,000 advertisers, up 90% year-over-year, in its fourth quarter, has signed up the likes of Tesco and Microsoft to use its Twitter Moments advertising unit.
It has also ramped up its emoji advertising, with an exclusive partnership on the latest Candy Crush mobile game resulting in Twitter’s first global emoji campaign.
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