Just days after the launch of Moments, Twitter isn’t resting on its laurels when it comes to finding ways to monetize it. According to newly-installed Chief Operating Officer Adam Bain, Promoted Moments are set to be coming later this year.
At an event filled with advertisers and publishers all eager to find out how to better leverage Twitter, it was reported that Promoted Moments will give them the opportunity to show complete narratives in a multimedia format. It’ll span from real-time events to seasonally relevant ones, and finally to those defined as “authentic narratives around a brand’s values.”
Testing for Promoted Moments could take place within a few weeks, and will likely be clearly delineated that they’re sponsored, very much like with Promoted Tweets.
Company Vice President of Sales Matt Derella told AdAge that Promoted Moments would be a “dedicated piece of real estate within the moments guide where a brand can curate a series of different tweets or Vines to actually tell their story.” Each Promoted Moment would be ephemeral, lasting up to 24 hours and constantly updated. It’s believed that when this offering goes live, users will only see one Promoted Moment a day, but that number could grow.
It’s likely that these sponsored moments could be akin to Snapchat Discover, where brands like Food Network, Comedy Central, National Geographic, and Vice have complete control over what they’re showing and update it over time. So it probably wouldn’t be farfetched to think that we might see a Moment paid by the NFL for Sunday games with tweets, images, and videos pulled right from its NFL Network.
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