In a move that will enable brands to align with video content from the top publishers on Twitter, the social networking giant has launched In-stream Video Ads that will run pre-roll or mid-roll.
Amazon, Maruti and Motorola became the first brands in India to innovate with in-stream video ads on Twitter for their Diwali campaigns and new product launches.
Twitter hosts video content from handpicked premium content partners across 15 categories. In India, these 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 several others.
https://twitter.com/ESPNcricinfo/status/916514032047185923
Commenting on the launch, Soumya Parmar, Head of Video Solutions, Twitter India, said, “Twitter hosts premium video content from world’s top publishers, and collaborates with them to develop and scale diverse video content that people are interested in. With the launch of In-Stream Video Ads in India, it now creates an opportunity for advertisers to better align with relevant video content at scale across 15 content categories. These publishers are established hand picked partners, ensuring brand safety for our advertisers.”
Rachna Lather, Marketing Head, Lenovo MBG & Motorola Mobility said, “The consumption of video content is on a rapid rise in India and at Motorola, we prefer to tell a rich product story through engaging audio visual formats. The in-stream ad platform on Twitter will let these be consumed along with premium content specific to genres and creators, that resonate with our audience. And the fact that we will be able to serve our communication when the right audience is watching topically relevant content, is an added bonus. The importance of storytelling through videos is undeniable, and we are excited to be the launch partners for Twitter In-Stream Ads in India.”
Interestingly, Twitter also claims it is offering transparency and flexibility to both advertisers and premium content partners to choose their collaborations with the newly launched in-stream video ads offering.
Twitter has also expanded the opportunity for people to discover videos by targeting audiences most likely to be interested in the content, thereby making it effective for advertisers in terms of scale and reach of their ads.
