On January 7, Twitter announced the launch of a new takeover ad unit called the Promoted Trend Spotlight. First started testing in 2018, the format allows advertisers to take up “premium real estate” in the top section of Twitter’s Explore Tab.
Just like Twitter’s Promoted Trend ads, the Promoted Trend Spotlight supports 6-second videos and gifs as well as static images. The ads will appear at the top of the Explore tab for the first two visits, per user, per day. Once the ad has been viewed twice, the placement moves back to the standard ‘Promoted Trend’ placement and organic editorial content is pushed back in to the Spotlight placement.
Not only that, advertisers can optimize messaging by switching up the creative throughout the day. The ad is optimized for both desktop and mobile, with the ad running edge to edge on mobile.
Currently, Promoted Trend Spotlight ads are available to all advertisers in the US, UK, and Japan. According to Twitter, it plans to roll it out to 12 more markets in the coming months, including Australia, Brazil, Canada, France, Germany, India, Indonesia, Mexico, Saudi Arabia, South Korea, Spain, and Thailand.