Twitter's in-stream video ads, launched in April 2017, are
now available in 12 global markets. Originally available only to advertisers
that had been whitelisted to take advantage of the ad product, it is now accessible
to all via Twitter’s self-serve ad tool.
According to Nielsen Brand Effect data from the US, Twitter
users exposed to in-stream video ads were 70 percent more likely to recall the
brand’s ad, and had 6 percent higher purchase intent compared to viewers who
did not see in-stream video ads.
With this latest video ad update, Twitter says no community
management is needed, as advertisers can start an in-stream video ad campaign
via the platform’s self-serve ad tool. Twitter’s unique value to advertisers is
clear: brands can reach audiences watching premium, brand-safe digital video,
and increase all key conversion metrics. The move to open in-stream video adds
will undoubtedly excite many advertisers on Twitter platform, while the company
can expect a nice bump in its quarterly advertising revenues.
On the publisher side, Twitter reports publishers on the
platform saw a 60 percent year-over-year increase in revenue in 2017 from
Twitter’s suite of monetization products, while video ads were responsible for
more than half of the $575 million in revenue it generated during the first
quarter of the year and video views had doubled on the platform during the past
year.
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