Video continues to play a prominent role in brands’ campaigns and content strategy, now Twitter helping them to visually and natively amplify heir campaigns on live and on-demand Periscope video via “Custom Hearts.”
“Custom Hearts” are sent by the audience by tapping the screen, and remains present throughout the video, that gives brands an opportunity to capture a high number of engagements and allow people to express their enthusiasm for the content while amplifying the brand’s message.
“Custom Hearts provide brands an opportunity to add more branding to their Periscope Broadcasts through custom graphics that display natively amongst standard Periscope hearts and are activated through a specific hashtag in the broadcast’s title,” explains twitter. Once activated, “the Custom Heart design is then natively mixed in with standard hearts.”
Custom Hearts can be used alone or combined with pre-roll ads in brand sponsorships of broadcasts.
NBC Universal, becomes the first brand who has integrated custom hearts in live video as part of its campaign for “The Fate of the Furious.” Throughout its broadcasts, @FastFurious has integrated an “F8” Custom Heart for fans to spread the love (tap into the video to see the F8 hearts).
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Twitter announced multiple new relationships with industry-leading third-party measurement providers that enable marketers to measure the reach of their video ad campaigns.
In this end, Moat and Integral Ad Science will enable marketers around the world to understand if the video ads they run on Twitter are viewable by humans and compare video ad viewability and attention metrics across channels.
Also, using Nielsen Digital Ad Ratings and comScore validated Campaign Essentials (vCE), will allow marketers to measure whether their Twitter ads were delivered to the audience they intended to reach.
While Nielsen is available in the US plus 20+ international markets, comScore vCE provides Twitter measurement in the US, and will make a international rollout to Canada, Spain and UK planned for later in the year.
To get started using Moat, IAS, Nielsen DAR, or comscore vCE, to measure your video ad campaigns, contact your Twitter account representative.
For more about these solutions, visit the Help Center.