Brands will only be charged if their 15-second (or shorter) video ad is viewed for at least six seconds.
Twitter is rolling out a new video ad bidding option that allows advertisers to run 15-second or shorter video ads, but only be charged if the ad is viewed for a full six-seconds with pixels at 50% in-view.
Twitter called it a “Flexible option for advertisers who care about the completed view metric, but are ready to lean into the mobile-first paradigm and develop short-form assets optimized for in-feed viewing.”
Why we should care
This new six-second video ad bidding option takes a page from YouTube’s 6-second bumper ads but offers the flexibility of running longer creatives. It should appeal to brands focused on substantive view rates.
“This six-second video ad solution, paired with compelling creative, increased our view rate by over 22%,” said Alice Oliveira, the CSB Brazil marketing director for Dell, who had early access to the video ad bid option.
