Twitter introduced a new creative format called the 'Video Website Card," which allows advertisers to drive users traffic back to their site to learn more or take action.
This new versatile ad unit is designed to work acrossl a number of different brand objectives. Additionally, it also fits well in the gray spaces that often exists between objectives. So, whether it's a new products annoucement or a location showcasing, "the Video Website Card removes friction for the consumer to engage, learn, or convert at their own rate," writes twitter.
The picture above shows an example Video Website Card.
The new ad unit features an "auto-playing video" which is said to driving 2x higher clickthrough rate than of standard mobile video ads," says twitter citing beta test data.
Also, it extends engagement beyond the end of a video, as advertisers can add a call-to-action to drive viewers back to their website, mobile app, or anyother place they want to.
In addition, the new creative unit contains a customizable headline, and destination URL paired with a large tap target.
Advertisers can optimize this creative unit for the action they care most about, like video views, website clicks, or awareness.
Video Website Card also keep consumers' attention as they move down, on a mobile, the video anchors to the top of the screen and it will continue to play while the website loads.
This experience has led to a 60% increase in user retention on an average, as only fewer users abondon the site while it still loading, says twitter.
The Video Website Card is now available to all advertisers on Twitters' platform globally.
You can contact your account team, or to learn more and get started today at ads.twitter.com.
Twitter has also announced a new arm offering end-to-end creative consulting and support through #Fuel, which helps brands in developing content strategy to connect with more consumers and drive business involving Twitter products, like "conversational video, chatbots, and auto-response campaigns."
Additionally, the #Fuel team is also helping brands in developing live-stream strategy.
In addition, the company also rolled out #Fuel's editing services that help in optimizing creative while retaining impact for Twitter In-Stream Video Ads, Promoted Video, and ads that run in live-streaming.
"This service can also be leveraged in conjunction with Twitter's research team for performance analytics."
For more, contact your Twitter representative.