X is opening vertical video ads to all advertisers globally following a successful test period. Here’s what we know.
The ads are shown in X’s private video stream and appear when a user taps on any video clip in the stream.
Vertical video ads coming to X for all advertisers
According to X, 100 million users interact with vertical video in the app every day, making it an important part of platform usage. X claims that video is now part of more than four out of five user sessions and that video views are growing by an average of 35% year-on-year.
Based on testing, X says vertical video ads are the most engaging ad format they’ve ever run. Early adopters saw CPMs that were -14% lower on average compared to ads on the Home Timeline. Furthermore, X users are 7x more likely to engage with an ad in vertical video compared to the same ad on the Home Timeline.
As video consumption trends continue to grow, the proliferation of vertical video ads offers more value for advertisers. Previous analysis from Twitter has shown that tweets with video generate 10x more engagement than posts without video. X claims that vertical video now accounts for more than 20% of total platform usage on any given day.
While it’s unclear whether X will lean more towards full-screen video and make it the main focus of engagement, the vertical video ad option may be worth testing for advertisers. All US-based advertisers will be able to launch vertical video ad campaigns starting today.
X’s expansion of vertical video ads presents a new opportunity for advertisers to reach their target audience in a more engaging format. With video consumption on the rise, this new ad format could potentially drive higher engagement rates and deliver more value for advertisers.
Featured image credit: X