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Twitter Adds 15 Second Views as a New Objective 2021

Twitter Adds 15 Second Views as a New Objective for Video Ad Campaigns

In this post we are going to tell you Twitter Adds 15 Second Views. Be on this post to know full details about Twitter Adds 15 Second Views.

Twitter Adds 15 Second Views as a New Objective 2021

Twitter is looking to supply advertisers with more options to maximise their video ad campaigns, with a replacement 15-second view bid unit, which can prioritize reach to users who are more likely to consume video content.

As explained by Twitter:

“To better meet the requirements of advertisers who rely heavily on quality video views and video completion
rates, we’re rolling out a ‘15-second (15s) view’ buying model that prioritizes for engaged, longform views
on their content.

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This new bid unit is made to optimize for delivering 15-second or completed views,
whichever comes first, and early testing has shown that it drives Twitter’s highest video completion rates

Benefits Of Twitter Adds 15 Second Views

Essentially, once you choose the new 15-second ad objective for your campaign, Twitter’s algorithm will look to serve your video ads to the users that have the very best likelihood of paying longer with video content, supported their noted preferences and former behavioral trends within the app.

Advertisers are going to be charged on a CPM basis, with the choice providing more opportunity to make sure that your full messaging gets seen, which could help to maximise response.

And as Twitter notes, in testing, the new option has delivered strong results:

“Compared to our legacy bid units, advertisers who used the 15s view bid unit saw a mean of +89% higher completion rate, at a 25% cheaper cost per completed view.”

Depending on your KPIs and campaign focus, it might be a worthy consideration for your approach – but it’ll depend highly the campaign, and whether your objective is reach, completion, branding, etc.

More About Twitter Adds 15 Second Views

In line with this, Twitter’s also adding some new reporting metrics in Twitter Ads Manager:

Cost per 15s video view -Total spend divided by the amount of views that reach a minimum of 15s
15s video views – These ad views only count when your video is watched either 15 seconds or for 95% of the entire duration

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15s video view rate – This rate is calculated by dividing 15s video views by impressions

More in-depth video reporting will provide additional optimization potential, while also aligning with external KPIs and performance targets.

Twitter says that 15-second view bid units also will now become the new default bid for all campaigns under the Video Views objective.

The option is out there to all or any Twitter advertisers from today, while Twitter also notes that it will soon be available for Pre-roll Views campaigns also .


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