SAN FRANCISCO — Twitter isn’t wasting any time making money from its newest feature, called Moments.
The new product, which debuted two weeks ago as a way to track big events as they happen, will get its first advertiser this weekend. Twitter will give advertisers a channel on Moments for 24 hours, where they can curate tweets, video and other content. The first users of Promoted Moments will be backers of the new movie “Creed,” from MGM, Warner Bros. and New Line Cinema.
Promoted Moments fits squarely within the trend for native advertising, which delivers promotions that look like other content so that they’re less easily ignored by increasingly ad-weary Internet users. The new initiative also resembles what Twitter is already doing with promoted tweets. The difference is that advertisers will be able to incorporate many more photos, videos and tweets to build a comprehensive story.
“Promoted Moments will have all the features of a Moment you see right now, and instead of curators creating the moment, it’ll be a brand,” said Matt Derella, Twitter’s vice president of revenue for North America. “The real estate they get is going to be really prominently displayed.”
