The updates include a revamped experience of setting up pre-roll ad campaigns along with the launch of the tool – Curated Categories, along with a prominent viewing of ads for Twitter users.
The updates for advertisers have been rolled out as a part of the Twitter Amplify program.
As the content surfacing on Twitter is dynamic in nature, and often controversial, Twitter will now be enabling advertisers to choose types of content that the ads can be surrounded by or shown up against.
The platform is expanding upon the 15 industry (and IAB) standard video content categories that they currently offer, with more options over the types of premium video content.
Curated Categories features a set of publishers selected by Twitter, that are categorized according to specific themes. Types of content or available topics include light-hearted content, football, basketball, soccer, or gaming personalities.
The tool will allow advertisers to showcase pre-roll ads on select content from publishers covering topics of the advertisers’ choice. Curated Categories is being rolled out across all Amplify Pre-roll campaigns for advertisers in the US, UK, Brazil, and MENA, and will be expanded to more markets with more categories soon.
Revamped Pre-Roll Ads
Twitter has redesigned the pre-roll ads’ experience and also altered the options advertisers see while setting up ad campaigns. The users will see the brand name and logo featured during the whole duration of the ad, along with additional labeling.
The platform mentions the subtle upgrades showed an increase in ad recall by 10% and brand favorability by 7%, compared to the previous pre-roll design.
An upgraded campaign set-up experience for advertisers has also been launched, using the Pre-roll Views objective to make publisher pairing selection easier and more intuitive.
Advertisers will be able to see the full library of publisher content category offerings (including Curated Categories where they’re available) when they appropriate pairing decisions for their brand.