To give advertisers more options to maximize their brand video ad campaigns, Twitter is giving its users a new 15-second view bid unit that prioritizes reach to users who have a good chance to consume your brand’s video content.
Here’s how Twitter explains it:
“To better meet the needs of advertisers who rely heavily on quality video views and video completion
rates, we’re rolling out a ‘15-second (15s) view’ buying model that prioritizes for engaged, longform views
on their content. This new bid unit is built to optimize for delivering 15-second or completed views,
whichever comes first, and early testing has shown that it drives Twitter’s highest video completion rates
Twitter will charge advertisers on a CPM basis for using this option, but this can help your business maximize response with other users.
Because of the unique nature of 15s view bidding on Twitter, this new bid unit also comes with some brand new reporting metrics in Twitter Ads Manager to help advertisers more effectively measure against their KPIs:
- Cost per 15s video view: Total spend divided by the number of views that reach at least 15s
- 15s video views: These ad views only count when your video is watched either 15 seconds or for 95% of the total duration
- 15s video view rate: This rate is calculated by dividing 15s video views by impressions