Twitter Rolls Out Advertising on New ‘Moments’ Feature

24 Oct 2015 | Author: | No comments yet »

More ads come to Twitter with Promoted Moments.

Twitter is raring to monetize its new Moments feature, it seems: Starting this weekend, the company is introducing native advertising to the section, which curates tweets about newsworthy topics as they unfold. According to Bloomberg, Twitter will offer advertisers a dedicated Moments channel that will stay live for 24 hours. “Promoted Moments will have all the features of a Moment you see right now, and instead of curators creating the moment, it’ll be a brand,” Matt Derella, Twitter’s VP of revenue for North America, told Bloomberg. “The real estate they get is going to be really prominently displayed.” Twitter created Moments in an effort to compete with Facebook and Snapchat, both of which have become media platforms in their own right and have had no issue attracting users or advertisers. The new tab rolled out two weeks ago as an ad-free experience, but that bliss was short-lived—now brands can be curators, too, with the test launch of Promoted Moments.

When Moments was first rumored earlier this year under the moniker “Project Lightning,” it was widely seen as a necessary move for the social network, which has long struggled to bring in new users and make a case for why they should use Twitter. Unlike Promoted Tweets, app install prompts, and other forms of advertising on Twitter, Promoted Moments won’t clog up your timeline with content you don’t want to see. Why this matters: Promoted Moments could be big business for Twitter—they include a variety of formats, including video, bundled in one channel, which advertisers must love. If brands bring their highest-quality content to Promoted Moments, and if Twitter nails the mix of advertising that you’ll see, the platform might achieve Instagram-level ad quality—ads that you actually don’t mind seeing. (Although Instagrammers are now complaining that ad quality is now dwindling, so networks must constantly strive to find the right balance.)

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