Twitter Announces Native Video Ads and a New Polling Feature

Twitter announced a limited beta test of native video ads Wednesday at the Twitter Flight developer conference in San Francisco.

Developers will have access to more than 170 buyers on the MoPub digital advertising marketplace as well as support for direct ad partners. The company has not yet announced the beta testers who can use video ads similar to those found in Twitter's timeline. 

What is Native Advertising?

"Native advertising" appears to have come from a talk that investor Fred Wilson gave at OMMA Global last September. Wilson didn't use the term "native advertising," but he did mention "native monetization" for web properties, which he described as ads that were "unique and native to the experience" of the site. Dan Greenberg, the CEO of Sharethrough, liked the idea and began promoting it. Greenberg told Mashable he doesn't know if he coined the term "native advertising," but he began evangelizing the concept.

na·tive ad·ver·tis·ing

Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. A form of media that’s built into the actual visual design and where the ads are part of the content."

Why Go Native?

  1. People See Them: 25% more consumers were measured to look at in-feed, native ad placements more than standard banners.
  2. Viewed as Editorial: Consumers looked at native ads 2% more than editorial content and spent the same number of seconds viewing.
  3. Mobile Branding: 97% of mobile media buyers report that native ads were very or somewhat effective at achieving branding goals.
  4. Purchase Drivers: Native ads registered 18% higher lift in purchase intent than banner ads.

A study by Nielsen earlier this year found that purchase intent was 28 percent higher for people who chose to watch a Twitter video ad than those who saw the same video as a preroll or midroll ad during a 22-minute program.

Kate Herbert, senior director of the MoPub platform and exchange services, announced the external native video ads and provided a preview of the experience:

“We’re using different words, but we’re all dancing around the same definition,” he says. “It’s good content and a user experience that’s consistent.”
— Dan Greenberg, the CEO of Sharethrough,

Twitter also announced a polling feature that Jeff Seibert, senior director of Twitter's developer platform, said should knock out the less-than-perfect "favorite" or "retweet" method of polling currently available.

“For poll creators, it’s a new way to engage with Twitter’s massive audience and understand exactly what people think,” wrote product manager Todd Sherman in a blog post. “For those participating, it’s a very easy way to make your voice heard.”
— Todd Sherman
Elizabeth WatkinsComment