It’s just days after the launch of Moments, and Twitter isn’t wasting any time finding ways to monetize its new offering. According to newly installed chief operating officer Adam Bain, Promoted Moments are set to arrive later this year.
At an event filled with advertisers and publishers all eager to find out how to better leverage Twitter, it was reported that Promoted Moments will provide an opportunity to show complete narratives in a multimedia format. It’ll span everything from real-time events to seasonally relevant ones, to those defined as “authentic narratives around a brand’s values.”
Testing for Promoted Moments could take place within a few weeks, and they will likely be clearly delineated, as with Promoted Tweets.
Company vice president of sales, Matt Derella, told AdAge that Promoted Moments would be a “dedicated piece of real estate within the moments guide where a brand can curate a series of different tweets or Vines to actually tell their story.” Each Promoted Moment will be ephemeral, lasting up to 24 hours and constantly updated. It’s believed that when this offering goes live, users will only see one Promoted Moment a day, but that number could grow.
These sponsored moments could end up being akin to Snapchat Discover, where brands like Food Network, Comedy Central, National Geographic, and Vice have complete control over what they’re showing and update it over time. It doesn’t seem far-fetched to imagine a Moment paid for by the NFL for Sunday games, for example, with tweets, images, and videos pulled right from its NFL Network.