#1

Overview

Curated Categories (previously called “Bundles” in testing) are Twitter-curated sets of publishers that are bundled together around specific themes, available for video ads - at no minimum cost. This release expands upon the 15 industry (and IAB) standard video content categories that we currently offer and gives advertisers more choice over the types of premium video content they run their ads against.

  • Note: We are rolling out Curated Categories across advertisers in the US, UK, Brazil, and MENA. More markets and categories to come.

Categories currently include topics like light-hearted content, football, basketball, soccer, or gaming personalities. By using Curated Categories, advertisers can run their pre-roll exclusively against video content from publishers covering the topic of choice. The publishers included in each of our Curated Categories are always hand-selected by Twitter teams for their relevance and conversation driving ability within their category’s topic, ensuring a deeper level of contextual alignment for brands.

Example: if you have clients or advertisers that want to run pre-roll video advertising alongside quality basketball content in the United States, they can now leverage Curated Categories to do so, without the minimum cost that a Sponsorship (ie NBA) would require.

|426x240.24705677666302
|426x240.247056776663021600×902 200 KB

Alongside this release, we have also updated how people see pre-roll ads in their timeline. This includes improving the clarify of the user experience and changes to help support ad recall.

Release highlights

  • Contextually engage with your audience using pre-roll video ads alongside relevant content to help drive brand metrics in addition to awareness
  • Access premium pre-roll inventory in association with niche audiences or moments without minimum spend thresholds - a first across Twitter
  • Maintain brand safety assurance with hand-selected publisher sets and the ability to leverage categories such as as “light-hearted content”
  • Take advantage of a clearer, more performant pre-roll ad design (design below). Our testing with these upgrades showed an increase in ad recall by 10% and brand favorability by 7%, compared to our previous pre-roll design (1)

|494.0000000000001x307
|494.0000000000001x3071544×960 404 KB

Getting started

Curated Categories: To get access for your clients and advertisers to run against Curated Categories, refer to the guide available here.

Reference documentation can be found below.

The following validation rules have been added:

  • A line item can target either a Content Category or a Curated Category
  • Line items targeting a Curated Category can only target a single category

Note: Curated Categories includes publishers available in the US, UK, Brazil, and the Middle East & North Africa region only at this time. Developers outside of these regions can access and run against Curated Categories within these regions.

Pre-Roll Redesign: The new video pre-roll redesign will automatically be updated. No action or development is required to access this redesigned format.

For more information about Curated Categories and updates to our pre-roll video ad products on Twitter see this blog post.

Let us know if you have any questions or feedback below. Thank you,

Twitter Ads API team

Source: (1) EyeSee & Twitter Internal Study, 2020

2 Likes