Today, we’re announcing 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.
Launching a new streaming service – even when it’s called Disney+ – requires breaking through and becoming a part of the cultural conversation. We knew social platforms, including Twitter, would be playing a key role. We leveraged the Promoted Trend Spotlight throughout our campaign as it was important for us to truly capture people's attention at scale.
We are now making Promoted Trend Spotlight generally available in the United States, the United Kingdom, and Japan, and expanding the product to 12 additional markets: 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.