Twitter launches in-stream ads; takes Twitter video ads to the next level

Amazon, Maruti and Motorola have come onboard as the first advertisers in the market

e4m by exchange4media Staff
Updated: Oct 13, 2017 8:41 AM

Twitter India has launched In-stream Video Ads that will allow advertisers to run pre-roll or mid-roll ads at scale against brand-safe videos from hundreds of the world’s top publishers. Speaking about this new development, Taranjeet Singh, Country Director, Twitter India, said, “Over the past few years, there has been a significant increase in the consumption of video content on Twitter. With In-Stream Video Ads, brands in India can now run, as on Twitter, to align with videos from our premium content partners across sports, news and entertainment.” Three brands: Amazon, Maruti, and Motorola have come onboard as the first advertisers in the market.

Leading publishers including top TV networks, major publishing houses, leagues, magazines, digital creators and professional news outlets globally are partnering with Twitter for this initiative. “In India, our partners include 9XM, Akash Chopra, AajTak, Bloomberg Quint, Buzzfeed India, CNBC TV18, CNN News 18, ESPN CricInfo, ET Now, Femina, Film Companion, Filmfare, Filtercopy, Firstpost, Gadget 360, Gaurav Kapur, Grazia, HistoryTV18, Hungama, India Today, Mashable, Miss Malini, Mirror Now, NDTV, NDTV Profit, Sanjeev Kapoor, The Quint, Times Now, TVF, YRF, Zoom TV and many more,” Singh revealed.

Twitter has also expanded the opportunity for people to discover videos by targeting audiences most likely to be interested in this content. This feature will “make it even more effective for advertisers to align with this great video content at scale,” Singh said.

Singh said that Twitter’s in-stream video sponsorship launched earlier this year has been successful and brands have shown a lot of enthusiasm for this feature. “We announced in-stream video sponsorships with SBI and CNBC TV18 for Budget 2017, Reliance and Filmfare for Filmfare Awards and Nissan and ICC for the Champions Trophy 2017. This assures us that our strategy is working and we look forward to collaborating with brands to come up with some innovative campaigns,” he said.

Advertisers have embraced Twitter Live to achieve varied business adjectives. “Live is a format that advertisers find very intriguing and they use it for accomplishing different objectives such as building awareness, launching a new product, engaging with audiences and building brand resonance,” Singh said. In the past, Jaguar Land Rover leveraged Twitter Live for their auto launch in India, Hyundai did the same for the launch of Tucson, YesBank as the first-ever bank that live broadcast their annual results on Periscope and Myntra with Deepika Padukone.

Video will continue to be a significant part of Twitter’s future plans. It recently announced over 35 live stream and in-stream video partnerships across Asia. “As the past year has shown, Twitter is aggressively investing further in bringing and developing a great depth and breadth of premium video content on our platform,” Singh said. “We’re working hard to bring more video and live video content to the platform,” he added.

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