15 Second Views was added as a New Objective for Video Ad Campaigns by Twitter
With the new 15-second view bid limit advertisers has more options to maximize their video ad campaigns. Users who are more likely to consume video content are prioritize by its reach.
"To better meet the needs of advertisers who rely heavily on quality video views and video completion rates, we’re rolling out a ‘15-second (15s) view’ buying model that prioritizes for engaged, longform views on their content. This new bid unit is built to optimize for delivering 15-second or completed views, whichever comes first, and early testing has shown that it drives Twitter’s highest video completion rates yet."
Twitter's algorithm will look to serve your video ads to the users that have the highest likelihood of spending more time with video content when you choose the new 15-second ad objective for the campaign.
With the option providing more opportunity to ensure that your full messaging gets seen, advertisers will be charged on a CPM basis which could help maximize response.
The new option has delivered strong results in testing says Twitter
"Compared to our legacy bid units, advertisers who used the 15s view bid unit saw an average of +89% higher completion rate, at a 25% cheaper cost per completed view."
Some new reporting metrics was also added in Twitter Ads Manager
Cost per 15s video view -Total spend divided by the number of views that reach at least 15s
15s video views - These ad views only count when your video is watched either 15 seconds or for 95% of the total duration
15s video view rate - This rate is calculated by dividing 15s video views by impressions
The new default bid for all campaigns under the Video Views objective will be that 15-second view bid units.