Twitter has introduced a new ad unit called the Video Website Card,
which allows advertisers to use videos to drive traffic back to their website.
As a versatile ad unit, the Video Website Card is designed to
fulfill a number of different brand objectives.
Whether it’s showcasing a location or announcing a new product,
“the Video Website Card removes friction for the consumer to engage, learn, or
convert at their own rate.”
The Video Website Card features an auto-playing video which is said
to drive twice the engagement of standard mobile video ads, according to data
gleaned from a beta test.
Engagement doesn’t end when the video is done playing. At the
end of a video, advertisers can add a call-to-action to drive viewers back to
their website, their mobile app, or anywhere else they want to send traffic to.
In
addition to the video itself, the new ad unit contains a customizable headline
and a destination URL with a large tap target.
If
the link within the Video Website Card is tapped on while the video is playing
it will continue to play as the website loads. Twitter says this has led to a
60% increase in user retention as fewer users abandon advertisers’ websites
while waiting for them to load.
Video
Website Cards can be optimized for the action advertisers care most about. This
can include video views, website clicks, or awareness.
This
new ad unit is now available to all Twitter advertisers worldwide.
Courtesy & OA : searchenginejournal