A new way for advertisers to use videos on Twitter to get people to visit their websites is being rolled out.
On Tuesday, it was unveiled by the company the Video Website Card, which is a new ad format that pairs an autoplay video with a website link. This ad format is available to all advertisers around the world through Twitter’s direct sales team and self-serve ad-buying tools for campaigns purchased using one of three campaign objectives, website clicks, awareness, or video views.
This ad format was made to offer advertisers a way to capture people’s attention, and then capitalize on that attention. As an example, Jaguar has used the Video Website Card to show off one of the auto brand’s new models in a 97-second commercial and link to a website that gives people more details on the car’s features.
During the testing phase of this particular format, ads that use the Video Website Card receive a two times higher click-through rate than a normal mobile video ad, according to Twitter.
The Video Website Card is a lot like Facebook’s and Instagram’s link ads, where brand can use either a video or photo as the attention-grabbing element. But in this case, Twitter has put a new twist on its mobile variant.
Initially, the ad format will resemble a normal Promoted Video in people’s feed. This will happen in both desktop and mobile Below the autoplay video will appear on a link preview, or a brand-customized headline followed by the top-level domain of the corresponding link When you are browsing on the desktop, if you click on the link preview you will open the web pages as expected. When tapping the video or link on mobile, you’ll open a hybrid experience.
There will be a new screen that loads with the video playing at the top and the web page loading below it. If you scroll up once, the web page loads and the video will be dismissed. If you scroll back to the top, the video will resume from where it left off.
Even though Twitter’s new ad format wasn’t necessarily build for brands looking to drive conversion, advertisers can use it that way. A brand could add Twitter’s website tag to the landing page in order to track actions taken by visitors to the page. They could even use Twitter’s Tailored Audiences to retarget or create lookalike audiences based on those site visitors.