Twitter recently announced that it has a new ad model dubbed as "First View," which gives promoted tweets as well as valuable real estate ads a first spot on the timeline.
With this new feature, it will show you the best tweets arranged in reverse chronological order at the top of the timeline. It is actually called, “show me the best tweets first." Hence, all other tweets will appear in the next section.
In First View, advertisers can also let their promoted tweet show up and load on the first screen for a period of 24 hours by the time a user opens the Twitter app on iOS and Android or the Twitter website.
"First View helps marketers achieve significant audience reach with exclusive ownership of Twitter’s most valuable advertising real estate for a 24-hour period. When users first visit the Twitter app or log in to twitter.com, the top ad slot in the timelines will be a Promoted Video from that brand. Now, marketers can tell a powerful visual story across the Twitter audience," Twitter announced in their blog about the new feature.
It will be first launched in the US before if rolls out globally in the next months. This step is a way for Twitter to monetize the timeline and to make sure that ads will be seen by the users. But many users are not happy about this new feature.
"Word of mouth is more important than it has ever been in movie marketing. And there is no better word of mouth social platform than Twitter. Twitter’s First View is a great opportunity to widely distribute our trailer for Mike and Dave Need Wedding Dates while generating buzz and social conversation. We are able to hit a broad movie-going audience with great video in a way that not just garners views, but actually creates social momentum," said Marc Weinstock, president of domestic theatrical marketing at 20th Century Fox who supports First View, according to Social Times.
Aside from First View, Twitter will also introduce a new ad format wherein a video ad drops at the top of a user’s feed, The Guardian wrote.