Twitter To Up The Ad Ante With 30-Second Skippable Pre-Roll Ads
Twitter's ad product is evolving into longer form pre-roll advertisements, up from six seconds to 15 or 30.
Looks like long form at Twitter isn’t only being limited to tweets. Digiday is reporting that Twitter is now offering pre-roll advertisements through its Amplify program that run from 15 to 30 seconds, a substantial increase from the previous six-second standard that it adopted and was popularized by its standalone video product, Vine.
In catering to the user experience, these longer ads allow users to skip them after the first six seconds of the video have been watched. Doing so would be a win-win both for advertisers and for users who aren’t particularly receptive to sitting through longer videos. Advertisers win because they are not confined to creative messaging within six seconds, as they now can use more time to convey their marketing messaging.
The downside, though, as Digiday reports, speaks to the changing landscape of Twitter. Twitter is clearly moving away from a user experience predicated on short-form environment. With longer tweets and longer ads, Twitter is becoming an unfamiliar product, but perhaps one that is evolving with the times.