Summary:
As of June 24th, we now have a new “15-second (15s) view” goal for the Video View objective on the Ads API, available globally.
To better meet the needs of advertisers who rely heavily on quality video views and video completion rates, this new buying model prioritizes engaged, longform views on their content. This bid unit is built to optimize for delivering 15-second or completed views, whichever comes first, and early testing has shown that it drives Twitter’s highest video completion rates yet.
Compared to our legacy bid units, advertisers who used the 15s view bid unit saw an average of +89% higher completion rate, at a 25% cheaper cost per completed view*.
Who is this for?
This bid unit can be impactful for any partner or video advertiser that wants to capture their audience’s attention. In particular, this new bid type can help those advertisers that care about longform viewership and completion rates. Overall, this is an exciting new addition to our existing video optimization suite.
How it works
This bid unit leverages a prediction model that optimizes for serving video ads to whichever active targeted users have the highest likelihood to spend more time with video content, based on their preferences and behavior trends on Twitter. We target a video ad to those users and then charge based on CPM (cost per 1000 impressions).
Reporting:
This new bid unit also comes with a new reporting metric to help advertisers more effectively measure against their KPIs:
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15s video views: These ad views only count when your video is watched either 15 seconds or for 95% of the total duration (
video_15s_views)
Note that the below two (2) metrics are computed to be shown via the Ads UI. We don’t return these via the Ads API, however if an advertiser does leverage video campaigns, it may be worth computing these for advertisers to view.
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Cost per 15s video view: Total spend divided by the number of views that reach at least 15s
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15s video view rate: This rate is calculated by dividing 15s video views by impressions
Getting started
This new bid unit is available now on the Ads API, globally.
To get started: Use the goal VIEW_15S for any VIDEO_VIEWS campaigns on the line items endpoint.
For more information on this “15s view” bid type check out this blog post. Please let us know if you have any questions.
Twitter Ads API team
*Results from a 30 day period of external beta testing in the US during Q2 2021. Numbers reflect the average results of 15s view bidding compared to the average of all legacy bid units during the same period
