Twitter introduced an In-Stream Sponsorship featured Sponsored by Moments for advertisers and publishers to engage their audience with relevant content.
Advertisers can sponsor Moments from premium content partners. Sponsored Moments include interstitial Tweets from the brand as well as a branded cover.
According to Twitter: "The goal with sponsored Moments, as with all In-Stream Sponsorships, is tight alignment between advertiser messaging and partner content.
"By working with premium publishers as part of an In-Stream Sponsorship, brands know exactly which partner they are working with, and can develop deep brand integrations within that partner's content."
Twitter tested its new feature with Bank of America’s sponsored Moment from Bloomberg at Davos.
Meredith Verdone, chief marketing officer, Bank of America said: "We know that decision-makers and influencers are turning to Twitter to keep up with what’s happening at Davos. Sponsored Moments gives us a great new way to seamlessly join that conversation as it is happening. Working with Bloomberg and Twitter helps us bring high-quality, relevant content to an engaged global audience. We’re excited to debut Moments as a key part of our #WEF programming."
Meena Thiruvengadam, global head of audience development, Bloomberg Media said: "Twitter Moments offers a unique way to curate our content around key storylines and events in a way readers can best understand the most important stories unfolding around them. "