The mood might be a bit nervous around Twitter HQ this week as social media rival Facebook rolls out the first test of its auto-play video ads on Thursday featuring Summit’s upcoming film “Divergent.”

Up until now, Twitter’s little blue bird has pretty much dominated the Social TV space, with many networks using its Promoted Trend ad product to generate conversation and buzz on the platform, which has long been the preferred social home for TV fans.

But the arrival of the auto-play ads could prove to be too enticing a product for marketers to pass up, AdWeek reported Wednesday.

“Imagine how many times a plot-driven 15-second spot for The Walking Dead or Mad Men would be shared, liked and commented on leading up to their respective premieres?” the magazine asked.

The auto-play feature—which consumers are already familiar with thanks to YouTube, Hulu and other online platforms—could prove particularly appealing to marketers, since Twitter’s Promoted Trend requires users to click through before they see any videos.

Read More: AdWeek

Brief Take: Facebook is taking direct aim at Television and YouTube spending with its new ad product, but the platform will need to demonstrate that auto-play ads won’t become annoying for users who find them in their streams.

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