With a very limited time to make a good first impression, Twitter knows that every second count among advertisers. That is why the platform enabled paid subscriptions on select services. These include a newsletter sign-up, Super follow, ticketed Spaces, Tomorrow weather service, and Twitter Blue. After setting up these monetization features, Twitter now enables a 15-second view buying model for video ads. This is to better meet the needs of marketers who rely heavily on video ads.
The 15-second view buying model on Twitter is a CPM (cost per 1000 impressions) scheme for paid ads. Under this scheme, marketers will set an advertising budget for 1000 per 1000 ads served. Twitter will charge them per impression, which is, only when a viewer clicks the video ad and watches it for 15-seconds. The new 15-second view buying model will display the following metrics on Twitter Ads Manager:
- Cost per 15s video view is equal to the total ad spend divided by the number of 15 seconds views.
- 15s video view which is the total number of video views that last between 14.25 seconds to 15 seconds.
- 15s video view rate which is calculated by dividing the 15 seconds video views by impressions.
The 15-second view buying model on Twitter will now become the default bid on all ads and campaigns under the video views’ objective.
Twitter enables a 15-second view buying model for video ads as of 24 June 2021.
Implications for Marketers:
Twitter’s 15-second view buying model is a significant consideration for video marketing in the platform. For marketers whose main objective is video views, this buying model can optimize a brand’s ad spending on Twitter. Its new metrics can greatly help any future decision on its video strategy.