Twitter is making it possible for publishers to monetize videos viewed by all followers — not just those in their home countries. Previously publishers could only have in-stream ads inserted in videos that displayed to in their home-countries. With this latest update, publishers will be able to monetize their organic video content globally.
Why marketers should care
While this change will increase the opportunity for publishers to generate revenue from their video content outside of their home countries, it will also expand the platform’s video inventory for advertisers. With publishers now able to monetize videos across global markets, Twitter’s in-stream video ad opportunities could grow exponentially.
Dídac Lee, an FC Barcelona board member and head of the club’s digital group, says his organization’s monetized videos have a completion rate beyond the organic average, which translates to more video ads watched to completion.
More on Twitter’s latest video monetization opportunities
Twitter reports that many of the publishers on its platform see up to 60 percent of their audience coming from global markets.
Publishers will have control over which markets they want to monetize within their account and monetization setting (which defaults to their home market only).
As of June, all advertisers can purchase in-stream video ads for the following twelve global markets via Twitter’s self-serve ad platform: Australia, Brazil, Canada, France, India, Japan, Mexico, Saudi Arabia, Spain, United Arab Emirates, the United Kingdom and the United States.
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