Twitter introduced a new video ad unit called First View Tuesday that gives marketers exclusive access to the top spot in users’ timelines for 24 hours. Twitter is first introducing First View in the United States, and has plans to bring it to additional countries in the coming months.
One of the first advertisers to make use of the unit is 20th Century Fox, with domestic theater marketing president Marc Weinstock praising First View as a great way to show off the trailer for “Mike and Dave Need Wedding Dates”. “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,” he said.
The new ad unit will presumably be sold for a premium, and can be seen as an attempt by Twitter to boost revenue per user. That could be crucial as Twitter is getting ready to report earnings on Wednesday.
It’s widely expected that the company will still report meager growth metrics despite new product initiatives unveiled in recent months. Any indication that monetization of existing users is increasing may help to pacify investors a little.
However, it remains to be seen how users will react to the new ad unit. Twitter already faced a major backlash this past weekend after reports surfaced that the company was going to roll out a timeline curated by algorithms soon. Twitter CEO Jack Dorsey responded to the reports in a series of tweets, denying some claims and assuring users that they’d always have access to the unfiltered timeline.