Twitter announced this morning a new ad model, called First View, that gives promoted tweets the most valuable real estate on timeline.
With First View, an advertiser will have their promoted tweet load on the first screen for a 24 hour period when someone initially opens the app or first visits Twitter.com.
Twitter announced this new ad product in a blog post:
First View helps marketers achieve significant audience reach with exclusive ownership of Twitter’s most valuable advertising real estate for a 24-hour period. When users first visit the Twitter app or log in to twitter.com, the top ad slot in the timelines will be a Promoted Video from that brand. Now, marketers can tell a powerful visual story across the Twitter audience.
Twitter is rolling out First View to managed clients in the U.S., then expanding globally in the next few months.
This is a great way for Twitter to monetize its most valuable asset, the timeline, and make sure that ads get seen. However, many users might feel the squeeze of ad encroachment.
Marc Weinstock, president of domestic theatrical marketing at 20th Century Fox, is a fan of First View:
Word of mouth is more important than it has ever been in movie marketing. And there is no better word of mouth social platform than Twitter. Twitter’s First View is a great opportunity to widely distribute our trailer for Mike and Dave Need Wedding Dates while generating buzz and social conversation. We are able to hit a broad movie-going audience with great video in a way that not just garners views, but actually creates social momentum.
Readers: What do you think of First View?