Twitter has added a new advertising product to its lineup. The company announced today it’s offering brands the ability to sponsor Moments – the “Stories”-like feature that includes a series of tweets, often including images, GIFs and video – from select publishers. The first Sponsored Moment is already live, Twitter says, and the feature is now broadly available to all publishers who participate in In-Stream Sponsorships worldwide.
Currently, Bloomberg’s Moment about Davos is being sponsored by Bank of America – the first to publicly launch. However, Twitter says it had been testing the feature before today with select partners.
Sponsored Moments give the advertiser the ability to add a branded cover image to the Moment in question, as well as insert their own brand’s tweets into the Moment’s round-up.
As with other In-Stream Sponsorships, the Moment can also be promoted and targeted towards a specific audience using Twitter’s advertising tools.
Like In-Stream Sponsorships, the goal with the new program is to connect brands one-on-one with partner content in a customized fashion, where there’s “tight alignment” between the advertiser and that content, Twitter says.