Twitter Rolls Out New Ad Solution With Moments in India

Advertisers can now sponsor Moments from premium content partners, selecting the exact content audiences are passionate about, at scale

by exchange4media Staff
Published - Mar 30, 2018 8:52 AM Updated: Mar 30, 2018 8:52 AM

Twitter helps brands be relevant in the moment, and there is no better way to do that than to be relevant within Twitter Moments. Twitter rolls out sponsored Moments in India, a new custom feature to enable brands to partner with premium publishers and develop deep brand integrations. Maruti Suzuki (@Maruti_Corp) and NDTV Car and Bike (@CarandBike) have come onboard as the first partners in Asia Pacific to create India’s first sponsored Moment with highlights from Maruti’s Auto Expo campaign.

Advertisers can now sponsor Moments from premium content partners, selecting the exact content audiences are passionate about, at scale. Brands can join the conversation on what’s happening with interstitial Promoted Tweets within a Moment, in addition to a branded cover. Similar to other In-Stream Video Sponsorships, advertisers will promote the Moment to their specific target audience, expanding reach beyond the content partner’s existing followers. Taranjeet Singh, Country Director, Twitter India said, “An increasing number of people are consuming Twitter Moments than ever before, including Moments created by top publishers in sports, entertainment and news. We’re excited to partner with Maruti and NDTV Car and Bike to launch the first sponsored Moment in India and it will be interesting to see how more brands can tap into the power of Moments in sharing their stories on Twitter to the world.”

Vinay Pant, Vice President Marketing, Maruti Suzuki said, "Twitter is an integral part of digital marketing strategy. Maruti Suzuki has been leveraging this platform since 2013 in delivering new experiences to the digital audience. This Auto Expo, we became the first global auto brand to use Twitter Moments. This engaging format allowed us to take our key moments on the ground to the online medium via content. We received 1 lakh plus engagements in just 3 days."

Shradha Agarwal, Co-Founder & COO, Grapes Digital Pvt. Ltd said, “As a digital agency, we understand that new technology with empirical traction has potential interacting with the audience. Twitter Moments are curated stories showcasing the best of what’s happening in different affinities and the importance of storytelling through new trends is unquestionable. Leveraging this thought, a story showcasing Maruti Suzuki’s different zones straight from Auto Expo’18 was delivered to user’s Twitter feed. And the most significant part, we served our communication when the right audience was consuming particular affinity content.”

Sponsored Moments are an extension of In-Stream Video Sponsorships, which are customized programs where brands and publishers are paired up on a 1:1 basis. 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.

For publishers, sponsored Moments is an end-to-end contextual solution for publishing and monetizing all forms of content on Twitter, including Tweets, photos, videos and GIFs. It allows publishers to easily do what they do best: produce and tell stories about events.

As a new component of In-Stream Sponsorships, sponsored Moments are just one more way publishers can monetise their content on Twitter, while making it easier for advertisers to reach audiences and sponsor premium content.

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