Module 3:

Campaign spotlight: Launch a product with First View

Welcome

Getting attention for a new product during launch is critical to success. The increasing competition for consumers’ attention makes this more challenging every day.

First View places your brand’s video at the top of every person’s Twitter timeline for 24 hours, making it ideal for a launch.

In this module, you’ll learn how First View differs from other video platform takeovers, its potential for incremental reach on top of TV, and how it impacts brand recall.

Learning Objectives

You should be able to:

Compare brand recall and view times for First View against competing takeover ad formats.

Identify the potential incremental reach for First View on top of a TV ad campaign.

 

Lesson 1

Launch something new with First View.

Our First View video ad takeover gives advertisers exclusive ownership of the first ad slot at the top of every person’s Twitter timeline for a 24-hour period.

This means First View can reach every person on Twitter that day in a targeted country. It’s a high-impact takeover at the top of the timeline.

First View also offers 100% share of voice in the top ad placement. It’s ideal for breaking through for product launches, as well as during tentpole events or cultural moments like the holidays, Olympics, awards shows, or sports games.

When your plan calls for broad reach and share of voice, a First View takeover can achieve up to 22% incremental reach on top of a TV campaign.

+22%

incremental reach on top of TV.

Source: Incremental Reach, Large CPG beverage brand, Nielsen TAR, 2017

 

Lesson 2

First View drives both reach and engagement.

Receptivity is strongest at the start of a Twitter session. The first video seen in the timeline generates, on average, a 22% uplift across all metrics versus all subsequent videos viewed. This supports the effectiveness of First View, which gives a video top placement for 24 hours. As the chart below illustrates, memory response is highest in the first 30 seconds of a Twitter session, which makes First View ideal for getting people’s attention and keeping your ad top of mind.

The first video seen in the timeline generates, on average, a

22%

uplift across all met versus all subsequent videos viewed

Source: First 30 seconds, Neuro-Insight, Twitter Video – Attentive Viewing, research partnerships with Omnicom, 2016