Twitter has 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. Digital leaders at Amazon, Goibibo, LG and Motorola have come on board as the first advertising partners in India to innovate with the card.
The Video Website Card is designed to work across a variety of a brand’s objectives, as well as in the grey spaces that often exist between them. Whether a brand is pairing the 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 game, the Video Website Card removes friction for the consumer to engage, learn, or convert at their own rate.
With the Video Website Card, businesses can achieve a variety of objectives.
● Attract qualified consumers with immersive auto-playing video showcasing their brand’s value, product or service before a person clicks. Motorola India 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.
Rachna Lather, Marketing Head, Motorola Mobility India, said, “At Motorola, we look at digital platforms and ad formats to cater to multiple objectives. There is always a dilemma to tell our story versus to drive conversion. Twitter’s Video Website Card is the perfect solution which lets us drive awareness, consideration and conversion, all in one go. Although nascent, we have used the Video Website Card for all major launches, including Moto G5s Plus and Moto E4 Plus. The sales driven through this ad format have been at par with some of the best-performing platforms. We are glad we were the first few to start this.”
● 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 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 Rs 0.50.
Amar Deep Singh, Founder and CEO, Interactive Avenues, commented, “At Interactive Avenues, we always strive to find and implement innovative solutions that objectively fulfil our client's' requirements. Working with Twitter to implement the Video Website Card for our client Amazon India was a pleasure, and the Fire TV campaign results have given us even more confidence in innovating to become a part of our customers' digital journey."
Similarly, LG India 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.
Abhiral Bhansali, Head, Marketing, Home Entertainment, LG India, remarked, “While our video commercial narrated the story aesthetically, the webpage gives more information on the OLED specifications. The two-fold experience is great as interested users could browse through the web page that loaded right below the video. While driving video views was our objective, we will surely explore such newer opportunities to drive traffic.”
● 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 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 while 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.
Divyang Bhardwaj, Senior Director marketing, Goibibo, said, “It was an amazing experience to partner with Twitter for our #PreFestiveOffer campaign. The Video Website Card product clearly helped us to achieve our objective of generating mass awareness and driving traffic to our website whilst the first view trend addressed the reach aspect. Look forward to many such first-in market partnerships in the future.”
The Video Website Card features an auto-playing video, a customisable 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 optimize 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 theatres and its primary goal is ticket sales.
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