Twitter introduces 6s ad bidding following EyeSee study

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minute read

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In the mobile-first, attention-deficit age, in-feed video ads are a vital tool for brands and companies to reach their customers. After conducting studies with EyeSee that determined optimal ad-viewing conditions, Twitter announced the launch of 6-second biddable video ads on their platform. The ads will only be billed to the advertisers if they are watched for the full six-second interval, making their ad investment more certain and impactful.

Our study with Twitter found that short-form (under six seconds), clearly branded videos, with the sound turned off, yield significantly better ad recall and message association on mobile than traditional TVC type videos. The new service is a marvelous example of research used for maximizing advertising value. By ensuring that the most engaged viewers get feed-optimized content while they are on the network, advertisers get a more accurate measure of their ad efficiency and, consequently, more targeted spending.

Advertisers will be charged only once their ad is viewed for 6 seconds, with pixels at 50% in view (6s/50%). This bid unit is available worldwide on Promoted Video, In-stream Video Sponsorships, and In-stream Video Ads for assets 15 seconds or shorter.

The ad format has already proven successful in the beta phase across the world – Dell Brazil has witnessed a 22% increase in their view rate, making them a leader in the video ad market, and proving the business impact of our findings for Twitter.

The news was covered by AdAge, AdWeek, The Drum, Social Media Today and many other outlets.

Twitter’s 6-second rule means advertisers can pay for completed ad views https://t.co/VDE7kE75FF pic.twitter.com/VNmRCiaWcF— Ad Age (@adage) August 24, 2019

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