A new video format has been introduced by Twitter with a view to helping brands not only raise awareness but also route traffic to their sites as well as other online properties. Known as Video Website Card, the product which has been undergoing testing with a select number of advertisers for a couple of months is an enhancement of Website Card which was launched three years ago. The new ad format allows businesses to demo services or products in the feed and this is expected to reduce friction with regards to the buying process.
“As users have come to expect more personalized interactions with brands, we’re increasingly hearing from brands that they want to create more seamless user experiences for consumers along various stages of the path to conversion,” Sean Huang, a Twitter product manager wrote in an online posting.
One of the advertisers who participated in the beta testing was Trident Gum where its video ads could be broadcast in a tweet. At the same time it could link to its online store on Amazon or even to its own e-commerce site. With regards to a desktop browser the video website card routes the user to the desired website of the company in a new tab. This could be its website or an Amazon store.
It is however different on a mobile app as the destination turns out to be the in-app browser of Twitter and this serves to ensure the seamlessness of the whole transaction. Users have to sign in with their Amazon credentials however. Video Website Cards comes with an auto-playing video though the sound won’t be audible until the video has been clicked on by the user. Marketers will have the option of configuring the destination URL as well as a headline of their choice.
Additionally marketers will be able to optimize an advert to make it suited for a particular objective. When the goal is raise awareness on a new product then all that will be needed is getting video views. In such a case a brand can choose to pay only for views. When the goal is to popularize an online store or increase sales then that brand can choose to concentrate on click-throughs.