Creating a World Record
Amazon, Goibibo, LG and Motorola have come on board as the first advertising partners in India to innovate with the card.
Twitter recently launched the Video Website Card for advertisers in India, a creative format that combines the power of video with the ability to drive users back to a site to learn more or take action in the moment. Brands such as Amazon, Goibibo, LG and Motorola have come on board as the first advertising partners.
The card is designed to work across a variety of brand objectives, as well as in the grey spaces that often exist between objectives. Whether a brand is pairing the video website card with the high reach of first view to announce a product launch, inviting travellers to click through to learn more about a featured destination, or showcasing game play to drive advance sales of a new video game, the Video Website Card removes friction for the consumer to engage, learn, or convert at their own rate.
The Video Website Card features an auto-playing video, a customizable headline, and destination URL paired with a large tap target. Advertisers can elect to run this creative unit on the video views, website clicks or awareness objectives to optimise and pay for the action they care about the most. For example, a movie studio that wants to launch a new movie may run the Video Website Card optimising for video views on the trailer early in the campaign when its primary goal is driving awareness, and optimise for website clicks later in the campaign when the movie is in theaters and its primary goal is ticket sales.
With the Video Website Card, businesses can achieve a variety of objectives such as:
• Attract qualified consumers
with immersive auto-playing video showcasing their brand’s value, product or service before a person clicks through. Motorola India (@ motorolaindia) leveraged the Video Website Card to drive awareness of their new phones Moto G5s Plus and Moto E4 Plus, and traffic to their e-commerce website for conversions.
• Extend brand engagement
beyond the end of the video with creative designed to drive consumers to their site to learn more or take action. Amazon India (@AmazonIN) created greater efficacy while reaching the relevant customers by using the Video Website Card for the Fire TV Stick campaign, and were able to achieve cost per view rates in the range of `0.50.
Similarly, LG India (@LGIndia) leveraged the Video Website Card for their new OLED TV campaign talking about the new product and drive users to learn more about the new TV on their website.
• Keep consumers’ attention
as they move down the funnel. On mobile, the video anchors to the top of the screen and continues to play while the website loads below it. By bridging this experience, Twitter saw a significant reduction in the number of users who quickly abandoned the site while it was still loading. In fact, beta participants saw an average 60 per cent increase in user retention over industry averages.
Goibibo (@Goibibo) came up with a special deal on flights and hotel stay, in partnership with HDFC bank. In order to drive awareness and increase traffic on their website, the brand leveraged Video Website Card whilst aligning it with a first view trend on the launch day. Users were entertained with the video while the website below loaded the details of the travel deal. ■