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Twitter is introducing a new ad unit at the top of the Explore tab, Promoted Trend Spotlight.
The explore tab is Twitter’s collection of trending topics and hashtags, which makes it a prime location for advertisers to connect with the audience.
Twitter audience may remember seeing a Promoted Trend Spotlight when Disney+ launched.
“Launching a new streaming service – even when it’s called Disney+ – requires breaking through and becoming a part of the cultural conversation. We knew social platforms, including Twitter, would be playing a key role. We leveraged the Promoted Trend Spotlight throughout our campaign as it was important for us to truly capture people’s attention at scale.”- Trevor Kelley (Vice President, Digital Marketing, Disney+)
Twitter Promoted Trend Spotlight is currently available in the United States, the United Kingdom, and Japan, and expanding soon to 12 additional markets: Australia, Brazil, Canada, France, Germany, India, Indonesia, Mexico, Saudi Arabia, South Korea, Spain, and Thailand.
How it works:
- Twitter’s Promoted Trend takeover product, Promoted Trend Spotlight supports 6-second videos and GIFs, and static images. The ad will display on mobile and desktop, with the ad running edge-to-edge on a mobile screen.
- Ad will appear at the top of the Explore tab for the first two visits per user, per day.
- After the first two visits, the ad display unit moves to the standard Promoted Trend placement and organic editorial content reappears in the Spotlight placement.
According to the eye-tracking study conducted by EyeSee( a global behavioral research company), people spent 26% more time looking at the Promoted Trend Spotlight as compared to the standard Promoted Trend unit.
“These longer dwell times generated impact throughout the funnel: from +113% higher ad recall and +18% higher brand consideration to +67% lift in stated likelihood to use a brand in the future. In addition, according to internal Twitter data, people were three times more likely to click through an ad in the Spotlight unit than the standard Promoted Trend.”
Key features:
- Captures attention
- Differentiates your brand
- Surfaces conversation
For more information on the Promoted Trend Spotlight, advertisers are asked to contact their Twitter Client Partner.
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