Product news

How sponsored Moments connect publishers and brands

By Mike Park
Thursday, 25 January 2018

Twitter helps brands be relevant in the moment, and there’s no better way to do that than to be relevant within Twitter Moments. More people are consuming Twitter Moments than ever before, including Moments created by top publishers in sports, entertainment and news. With that brings new premium inventory for advertisers and today, we are pleased to share a new In-Stream Sponsorships feature, sponsored Moments.

Now, advertisers can sponsor Moments from premium content partners and reach audiences at scale while they view the content they are most passionate about. Sponsored Moments include interstitial Tweets from the brand as well as a branded cover. Similar to other In-Stream Sponsorships, advertisers can promote the Moment to their specific target audience, expanding reach beyond the content partner’s existing followers.

We’ve been experimenting with select partners, and we are now rolling out this custom feature to In-Stream Sponsorship publishers globally. This starts with Bank of America’s sponsored Moment from Bloomberg at Davos today:

 

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Twitter Moments offers a unique way to curate our content around key storylines and events in a way readers can best understand the most important stories unfolding around them. At Bloomberg, we're always experimenting with new ways to present our content to better engage with new audiences while creating premium content that advertisers want to align with.

Meena Thiruvengadam

Global Head of Audience Development, Bloomberg Media

‎@Meena_Thiru‎

We know that decision-makers AND influencers are turning to Twitter to keep up with what’s happening at Davos. Sponsored Moments gives us a great new way to seamlessly join that conversation as it is happening. Working with Bloomberg and Twitter helps us bring high-quality, relevant content to an engaged global audience. We’re excited to debut Moments as a key part of our #WEF programming.

Meredith Verdone

Chief Marketing Officer, Bank of America

‎@meredithverdone‎

Sponsored Moments are an extension of In-Stream Sponsorships, which are customized programs where brands and publishers are paired up on a 1:1 basis. The goal with sponsored Moments, as with all In-Stream Sponsorships, is tight alignment between advertiser messaging and partner content. By working with premium publishers as part of an In-Stream Sponsorship, brands know exactly which partner they are working with, and can develop deep brand integrations within that partner's content.

For publishers, sponsored Moments is an end-to-end contextual solution for publishing and monetizing all forms of content on Twitter, including Tweets, photos, videos and GIFs. It allows publishers to easily do what they do best: produce and tell stories about events.

As a new feature of In-Stream Sponsorships, sponsored Moments are just one more way publishers can monetize their content on Twitter, while making it easier for advertisers to reach audiences and sponsor premium content.

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@mep

Mike Park

‎@mep‎

VP of Publisher Products