Twitter’s New Ad Unit Pulls a Video Above a Website to Make Click-Throughs More Interactive

Could be a boon for website-minded marketers

Twitter claims its video ads increase user retention by 60 percent. Twitter
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Twitter video is getting a bit more lively today. The company is rolling out a new ad format that places a clip on top of a landing page once someone clicks on an ad.

Dubbed “video website card,” the ad unit first shows up as a promoted tweet with autoplay video within Twitter newsfeeds. If someone clicks on a link below the video, they are directed to a landing page within Twitter that pulls the video at the top of the page while a website loads within the bottom portion of the screen.

According to a blog post from Sean Huang, a product manager at Twitter, the new ad format is designed to support, “both the objectives of buyers who want video views and/or website traffic.”

Twitter has been beta testing the format since the second quarter with 100 advertisers and claims that initial results from the video-website combo doubles click-through rates compared to industry averages of mobile video. The ad unit also increased user retention by 60 percent, which tracks how long someone stays on a website. According to 2016 research from Sizmek, the average click-through rate for banners is .16 percent.

Republic Records, Bank of America and Jaguar have all run campaigns using video website cards. For Republic Records, ads linked to Spotify’s website promoted hip-hop artist Aminé. According to the record label, the campaign drove 53,000 clicks at a price of 4 cents per click and generated 303,000 video views.

Meanwhile, Jaguar says that tacking on a video drove 25 percent more traffic to its website than tests that used a static image.

Take a look at the examples from Bank of America and Jaguar below on mobile devices to see how the video sits at the top of a website within a landing page.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.