Today, we’re announcing preliminary results around the launch of the newest takeover ad product on Twitter, Promoted Trend Spotlight. This takeover ad placement pairs the undeniable stopping power of video with the premium real estate of Twitter’s Explore tab. The Explore tab, Twitter’s collection of trending topics and hashtags, is where people go to see what’s happening, making it a prime location for advertisers to connect with people and conversation.
Combining Promoted Trend Spotlight with First View, an ad product that gives brands exclusive ownership of Twitter’s top ad slot for 24 hours using video, now enables brands in Saudi Arabia to take over Twitter’s two most valuable real estate spots.
Every opportunity to expand awareness of the brand is worth exploring and Twitter Spotlight helped in capturing people’s attention at scale. Using Twitter to increase brand awareness is another proof that social is about more than sales.
Promoted Trend Spotlight is now available in the following markets: United States, the United Kingdom, Japan, Australia, Brazil, Canada, France, Germany, India, Indonesia, Mexico, Saudi Arabia, South Korea, Spain, and Thailand.
How it works:
In an eye-tracking study conducted by EyeSee, a global behavioral research company, people spent 26% more time looking at the Promoted Trend Spotlight as compared to the standard Promoted Trend unit. These longer dwell times generated impact throughout the funnel: from +113% higher ad recall and +18% higher brand consideration to +67% lift in stated likelihood to use a brand in the future. In addition, according to internal Twitter data, people were three times more likely to click through an ad in the Spotlight unit than the standard Promoted Trend.
For more information on Promoted Trend Spotlight and to confirm availability and pricing, please contact your Twitter Client Partner.