Twitter has unveiled a new video advertisement format intended to enable brands to bring issues to light and direct people to their sites and other online properties. It is portrayed as “a creative format that combines the power of video with the ability to drive users back to a site to learn more or take action in the moment.”
Essentially, the Video Website Card begins as an auto-playing video with an adjustable feature to customize headlines, then opens up to a bigger video and a website preview, and finally guides viewers to the promoter’s picked site when they tap on it. This is an expansion of the Website Card that propelled in 2014. When you tap the Video Website Card in Twitter, the webpage opens right away inside Twitter’s own in-application program, which makes the entire exchange feel more consistent.
“For example, a movie studio that wants to launch a new movie may run the Video Website Card optimizing for video views on the trailer early in the campaign when their primary goal is driving awareness, and optimize for website clicks later in the campaign when the movie is in theaters and their primary goal is ticket sales,” the company says.
Obviously, the new ad format can be utilized for pretty much everything in the marketing domain, not just to make more revenue. Despite the fact that the Video Website Card features auto-playing video, the sound won’t play until the user taps it. Advertisers can incorporate their own customized feature and any goal URL. Brands can likewise improve a promotion to suit a particular target.
“As users have come to expect more personalized interactions with brands, we’re increasingly hearing from brands that they want to create more seamless user experiences for consumers along various stages of the path to conversion,” noted Twitter Product Manager Sean Huang in a blog post.