X Makes Its Vertical Video Feed Ads Available to All Advertisers

X announced that expands access to its new vertical video ads, which are displayed within its dedicated video feed, that’s activated when a user taps through on a specific video clip in-stream.

Most probably you would assume that many people are watching videos in the app, given that the majority of X’s usage is in the main feed. Thus, that assumption would be incorrect because X says that 100 million users now engage with vertical video in the app every day.

As stated by X:

“X is becoming a video-first experience, with video now part of more than four out of five user sessions, and video views growing at an average rate of 35% year over year. Today, we’re expanding Vertical Video Ads to all advertisers globally, enabling a full-screen, sound-on advertising experience on X’s fastest-growing video surface.”

Further, X based on testing, Vertical Videos Ads are the most engaging ad format that it’s ever released. ]

X added: “We’ve observed that X users are 7X more likely to engage with an ad in vertical video compared to the same ad on the Home Timeline, while early adopters have seen -14% lower CPMs on average compared to ads in the Home Timeline.” 

In addition, based on video consumption trends, this should offer more value to the platform. Previous insights from Twitter showed that tweets with video generate 10x more engagement than non-video posts, while X claims that, vertical video now accounts for more than 20% of total platform usage.

In the next couple of months, we will see if X does lean further into full-screen video, and make it a key focus of engagement, by opening to a video feed or presenting it as an alternative UI option at some stage.

Overall, the new vertical video ad option it could be worth testing for advertisers. 

Source: Social media Today

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