As the internet goes to more places and mobile devices become more affordable, more people are watching videos. One of the several popular platforms for this is Twitter which grew quite well in 2016.
Knowing that videos contents are becoming popular on its platform, Twitter wants to help advertisers that are looking to capitalize on those contents. The microblogging site is introducing In-Stream Video Ads with the aim to "help marketers tell their story".
With In-Stream Video Ads, brands can align their ads with videos, highlighting both clips and live-streams from Amplify partners that include TV networks, major sports leagues, major publishing houses and magazines, and also professional news outlets. In-Stream Video Ads also include pre-roll and mid-roll ads.
Other video ad options on Twitter include Promoted Videos and sponsorships of Amplify contents.
Twitter announces the feature after researching users to understand how they interact with videos. Twitter had been automatically promoting videos with high engagement from selected publishers, targeting them to specific audience. The result according to Twitter, is more views for publishers and also allowing "advertisers to get their message in front of a larger target audience."
According to Mo Al Adham, Twitter's Senior Product Manager:
Along with this In-Stream Ads announcement, Twitter is also releasing some insights from Nielsen Brand Effect studies.
This information showed that users that saw an ad on Twitter were 50 percent more likely to be aware of the advertiser's brand, and 14 percent had more favorable feelings towards the brand.
Twitter continues to invest in video viewing experience by delivering updates to its platform, content development, and also video ad solutions.