On Tuesday, the social platform unveiled an advertising feature that enables marketers to upload a video ad and then jump to the front of the line, getting featured in Twitter’s app and its website for 24 hours. The feature is currently available to select marketers in the United States but will become available globally in the future.
Twitter explained how the new feature—called “First View”—works, via a blog post:
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.
That Twitter is catering to marketers is no surprise; the social media platform’s advertising business is booming.
In 2015’s fourth quarter, Twitter grabbed $641 million from marketers—a 48 percent increase year over year. Mobile marketing accounted for 86 percent of ad revenue.