Twitter reportedly plans to begin showing people the top tweets they missed since the last time checked in, its latest attempt to give visitors a better experience and more reason to come back. Now Twitter has created an ad product to greet those visitors when they arrive.
Twitter will start serving a single video ad in people's feeds when they first open Twitter's app or log into its desktop site, the company said Tuesday. Called First View, the ad format appears to be Twitter's version of a home-page takeover. Users in the U.S. will see the ad unit first, followed by global audiences.
One brand will own that First View slot in people's feeds exclusively for 24 hours at a time. Individuals will only be shown the ad one time in that 24-hour period.
It's unclear whether brands are required to pay a fixed upfront cost for the ads or pay based on how many times their ads are shown. A Twitter spokeswoman declined to comment on the format's pricing structure.
Given the ad's exclusivity and likelihood to be seen, the First View format is likely to fetch more interest and money from advertisers, particularly big-budget brand advertisers, than the average promoted tweet.
"One of the things I like about Twitter and actually all mobile video advertising is it's highly viewable inventory," said Deep Focus CEO Ian Schafer. "This one-ups that clearly. If it's there right when you launch the app, it's pretty much 100% viewable from the get-go. At a time when advertisers are critical about publishers and the viewability of their ad formats, this sounds like one you can count on."
The offering fits with big brand advertisers' desire for video that reaches wide audiences, said eMarketer analyst Debbie Aho Williamson. "Twitter's been selling video advertising for a while but maybe getting the biggest audience possible wasn't a possibility until Twitter offered advertisers something like this."