Twitter starts selling sponsorships of individual publishers’ Moments
Bank of America is the first brand to run a Sponsored Moment, which includes a branded cover and ads throughout the magazine-esque collection of tweets.
Twitter is finally starting to convert Moments into its version of Snapchat’s Publisher Stories within its Discover tab.
More than two years after Twitter debuted the tweet collections and opened it to certain publishers, the company will now enable publishers to make money from their Moments through sponsorships with brands, Twitter announced this week.
Called Sponsored Moments, the new offering allows brands to sponsor individual publishers’ Moments, and that deal includes the brand being featured on the Moment’s cover and ads appearing throughout the magazine-esque Moment.
“We’ve been experimenting with select partners, and we are now rolling out this custom feature to In-Stream Sponsorship publishers globally,” says a company blog post.
Bank of America and Bloomberg debuted the first Sponsored Moment on Thursday (embedded below).
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About The Author
Tim Peterson, Third Door Media’s Social Media Reporter, has been covering the digital marketing industry since 2011. He has reported for Advertising Age, Adweek and Direct Marketing News. A born-and-raised Angeleno who graduated from New York University, he currently lives in Los Angeles. He has broken stories on Snapchat’s ad plans, Hulu founding CEO Jason Kilar’s attempt to take on YouTube and the assemblage of Amazon’s ad-tech stack; analyzed YouTube’s programming strategy, Facebook’s ad-tech ambitions and ad blocking’s rise; and documented digital video’s biggest annual event VidCon, BuzzFeed’s branded video production process and Snapchat Discover’s ad load six months after launch. He has also developed tools to monitor brands’ early adoption of live-streaming apps, compare Yahoo’s and Google’s search designs and examine the NFL’s YouTube and Facebook video strategies.
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