Twitter launched its long awaited curated news product Moments today without any advertising component, but that lack of commercial messaging won’t last long.
A Twitter spokesperson told us that the company is talking to brand partners about Promoted Moments and that it would start testing them soon, in “weeks, not months.”
“Moments is entirely focused on helping people find and digest great content and stories, on any topic,” the spokesperson wrote in an email. “This experience reflects many of the same fundamental attributes that make Twitter so powerful for marketers today – reaching an audience of people who are in a mindset to discover new information, ideas, and stories. With the immersive media canvas within Moments, we believe there will be many opportunities for brands to integrate content and stories in the future.”
Promoted Moments will give brands the opportunity to tell complete stories in the multimedia format, which is especially immersive on mobile devices. They will be tested in a range of topics, including real-time events, seasonally-relevant stories and “authentic narratives around a brand’s values.” Promoted Moments will be given prominent placement within the guide of the day’s top Moments and run for 24 hours – similar to how the Promoted Trend is placed within the Trending Topics list.
“We’re just beginning to test this with brands – so we expect to learn a lot from these test and understand how consumers react,” the spokesperson added. “This mean things may change. There are so many possibilities for brands here – but we’re starting slowly to ensure we learn from what users like best in this environment.”
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