Twitter’s First ‘Promoted Moment’ Will Be This Ad for the Movie ‘Creed’

Film marketers take initial jab at new offering

Headshot of Christopher Heine

Earlier this month, Twitter unveiled its Moments channel, which brings together topical content and serves it up for users and nonusers alike. The channel includes a new ad product called Promoted Moments, which the San Francisco tech company promised would be utilized by brands in the coming weeks.

Well, it's almost here, and the Hollywood marketers behind the movie Creed, a Rocky spinoff starring Michael B. Jordan and Sylvester Stallone that's set to hit theaters Nov. 26, are the first to purchase the ad. The Promoted Moment doesn't go live until Sunday, but Twitter shared what it will look like today on its blog. (It can also be seen at the top of this article.)

Twitter isn't disclosing pricing for the ad unit, but it has suggested the cost is closer to the premium pricing for Promoted Trends than the more incremental reach purchased with Promoted Tweets. Promoted Trends cost in the neighborhood of $200,000 a day, while Promoted Tweets are purchased via online bid auction by keywords.

What's also unknown is the kind of audience the nascent Promoted Moments channel is attracting.

It will be interesting to see whether Creed's ad on Sunday includes video and other multimedia creative. Those elements are in the offing for marketers who buy Promoted Moments.

@Chris_Heine Christopher Heine is a New York-based editor and writer.
Publish date: October 23, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT