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Make your videos work harder with the video website card

By Soumya Parmar
Monday, 6 November 2017

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. Today, we’re introducing the Video Website Card to advertisers in India, 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. Amazon (@AmazonIN), Goibibo (@Goibibo), LG  (@LGIndia) and Motorola (@motorolaindia) have come onboard as the first advertising partners in India to innovate with the Video Website Card.

The Video Website Card is designed to work across a variety of brand’s objectives, as well as in the grey spaces that often exist between objectives. So whether a brand is pairing the Video Website Card with the high reach of First View to announce a product launch, inviting travelers to click through to learn more about a featured destination, or showcasing game play to drive advance sales of a new video game, the Video Website Card removes friction for the consumer to engage, learn, or convert at their own rate.

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With the video website card, businesses can:

  • Attract qualified consumers with immersive auto-playing video showcasing a brand’s value, product or service before a person clicks through. Motorola India leveraged the Video Website Card to drive awareness of their new phones Moto G5s Plus and Moto E4 Plus, and traffic to their e-commerce website for conversions.
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At Motorola, we look at digital platforms and ad formats to cater to multiple objectives. There is always a dilemma to tell our story versus to drive conversion. Twitter’s Video Website Card is the perfect solution which lets us drive awareness, consideration and conversion, all in one go. Although nascent, we have used the Video Website Card for all major launches, including Moto G5s Plus and Moto E4 Plus. The sales driven through this ad format have been at par with some of the best-performing platforms for us. We are glad we were the first few to start this.

Rachna Lather

Marketing Head, Motorola Mobility India

  • Extend brand engagement beyond the end of the video with creative designed to drive consumers to your site to learn more or take action. This ended up being a great fit for Amazon India @AmazonIN, who wanted to create greater efficacy while reaching relevant customers. The brand used the Video Website Card for the Fire TV Stick campaign and was able to achieve cost per view rates in the range of INR 0.50.

 

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At Interactive Avenues, we always strive to find and implement innovative solutions that objectively fulfil our clients' requirements. Working with Twitter to implement the Video Website Card for our client Amazon India was a pleasure, and the Fire TV campaign results have given us even more confidence in innovating to become a part of our customers' digital journey.

Amar Deep Singh

Founder & CEO, Interactive Avenues

Similarly, @LGIndia leveraged the Video Website Card for their new OLED TV campaign to showcase the new product, and drive users to learn more about the new TV on their website.

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While our video commercial narrated the story aesthetically, the webpage gives more information on the OLED specifications. The two-fold experience is great as interested users could browse through the web page that loaded right below the video. While driving video views was our objective, we will surely explore such newer opportunities to drive traffic.

Abhiral Bhansali

Head-Marketing Home Entertainment, LG India

  • Keep consumers’ attention as they move down the funnel. On mobile, the video anchors to the top of the screen and continues to play while the website loads below it. By bridging this experience, we saw a significant reduction in the number of users who quickly abandoned the site while it was still loading. In fact, beta participants saw an average 60% increase in user retention over industry averages.

    For example, @Goibibo came up with a fantastic deal on flights and hotel stay, in partnership with HDFC bank. In order to drive awareness and increase traffic on their website, Goibibo paired the Video Website Card with a First View + Promoted Trend on the day the deal launched. Users were entertained with the video while the website below loaded the details of the travel deal. 

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It was an amazing experience to partner with Twitter for our #PreFestiveOffer campaign. The Video Website Card product clearly helped us to achieve our objective of generating mass awareness and driving traffic to our website whilst first view trend addressed the reach aspect. Look forward to many such first-in market partnerships in the future.

Divyang Bhardwaj

Sr. Director marketing, Goibibo

The Video Website Card features an auto-playing video, a customizable headline, and destination URL paired with a large tap target. Advertisers can elect to run this creative unit on the video views, website clicks or awareness objectives to optimize and pay for the action they care about the most. 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 its primary goal is driving awareness, and optimize for website clicks later in the campaign when the movie is in theaters and its primary goal is ticket sales.

The Video Website Card is now available to all advertisers in India and globally. Reach out to your account team or visit our Help Center to learn more and get started today at ads.twitter.com.

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@soumyaparmar

Soumya Parmar

‎@soumyaparmar‎

Head of Video Solutions, Twitter India

Only on Twitter

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