Twitter introduced a new in-stream sponsorship option last week, Sponsored Moments, that lets advertisers sponsor Moments from select premium content partners. It debuted the new custom ad feature with Bank of America backing Bloomberg Media’s coverage of the World Economic Forum in Davos, Switzerland.
After a few years lost at sea, Moments looks to be coming ashore. Not too long after the company introduced Moments, it added Promoted Moments (Moments that are created by brands), and after some initial momentum, Twitter realized there wasn’t much demand for Moments. According to Beena Kalaiya, Mindshare North America’s social practice lead, that lack of demand was mainly due to the amount of time it took to create the unit and the premium pricing attached to it. After about a year, Moments became an organic post option, but not enough brands leveraged it.
Will Moments work as an ad offering this time around? Kalaiya thinks so.
“With a positive perception of the platform, combined with newer content offerings [particularly things like Twitter Live, etc.], there is much more interest from brands in creating a more impactful presence on the platform,” Kalaiya said. “Twitter has seen tremendous success with preroll ad units, and these Sponsored Moments full-screen ad formats are definitely worth testing for brands. In addition, since these in-stream ads in Twitter Moments will run in curated content, that’s helpful for brand safety, as well.”
Read the entire piece in AdWeek.