Twitter is launching a unique new ad unit which lets brands take over a section of the Explore tab – giving you massive reach with nearly every Twitter user.
The Explore tab is where users can find the latest trending topics and other popular Tweets, making it one of the most visited sections of the site.
In fact, Twitter users might recognize the Promoted Trend Spotlight ads as the same ad format used by Disney shortly before the launch of Disney+. The media giant was given early access to the ad format to help drive early awareness of their streaming platform.
While the ad format has now been expanded to all advertisers in the US, UK, Japan, Australia, Brazil, Canada, France, Germany, India, Indonesia, Mexico, Saudi Arabia, South Korea, Spain, and Thailand. However, running the ad still requires contacting a Twitter Partner to ensure consistently high-quality ads on such a prominent area of the site and manage scheduling.
When running a Promoted Trend Spotlight, all users who visit the Explore tab on a given day will see the ad on their first two visits to the tab. After those two visits, they can still see the ad in the standard Promoted Trend ad placement.
Based on their own early data, Twitter says the new ads are a powerful tool to get more attention to your ad and better drive awareness:
“[P]eople spent 26% more time looking at the Promoted Trend Spotlight as compared to the standard Promoted Trend unit. These longer dwell times generated impact throughout the funnel: from +113% higher ad recall and +18% higher brand consideration to +67% lift in stated likelihood to use a brand in the future. In addition, according to internal Twitter data, people were three times more likely to click through an ad in the Spotlight unit than the standard Promoted Trend.”