TicToc, the Bloomberg Media owned news service that exclusively lives on Twitter, introduced a new ad format Friday that embeds branding in live video, reports George Slefo of Adweek.
Slefo writes, “The ad ‘will display at a time where our viewers are highly engaged and focused on the live stream,’ says M. Scott Havens, global head of digital at Bloomberg Media. ‘To me, this is future of video advertising—not interruptive, not ignored, not pre-shot, not incongruent. It’s useful, additive, contextual and in real-time.’
“Havens says TicToc saw 1.4 million average daily views during the month of April, shy of the 2 million it previously said it hoped to achieve by now. Overall, TicToc has accumulated more than 160 million total views since it began in late December 2017.
“The new format came about after capturing feedback from TicToc follwers. Havens says his team noticed viewers were significantly more engaged during live events such as March for our Lives or the State of the Union address.
“The ad format will likely be featured during other live events, such as elections, award shows or global political events, Havens says.”
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