Twitter recently announced that its pre-roll ads will now support Video Ad Serving Templates (VAST) through select ads API partners. What this means is that advertiser’s can now programmatically buy and serve ads that play just before video content posted by publishers on the platform.
The new feature, VAST, is a universal protocol that standardizes communication between ad servers and video players. The Twitter pre-roll service was first announced as a beta version in October and allowed advertisers access to premium videos from Twitter Amplify publishers such as FOX Sports, Dick Clark Productions and MTV. It is now available through four Twitter ad API partners, namely, AdParlor, Amobee, TubeMogul, and Visible Measures. There is no news of when this will be available for Indian advertisers.
“Today’s launch makes Twitter the only social platform that allows advertisers to systematically deliver pre-roll ads against video content from top sports, TV, and digital publishers,” David Regan, Group Product Manager (Video) at Twitter wrote in a blog post recently.
Instagram made a similar move last year when it opened up its ads API and released new targeting and direct response features.
According to some reports, the new pre-roll ads feature has already started paying dividends. Ad buying firm Nanigans, in its December 2015 report, compared global advertisers running managed campaigns on both Facebook and Instagram and found that the Click-through rates (CTR) on both platforms were identical while ad prices were almost similar.