Twitter is opening in-stream video ads to all advertisers via its self-serve ad tool, making the video ad product available in 12 global markets.
Twitter’s in-stream video ads, launched in April of 2017, were originally available only to advertisers that had been whitelisted to take advantage of the ad product.
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. Advertisers in the following 12 global markets will have access to the video ad product starting today: Australia, Brazil, Canada, France, India, Japan, Mexico, Saudi Arabia, Spain, United Arab Emirates, the United Kingdom and the United States.
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, 28 percent more likely to be aware of the brand and had a 6 percent higher purchase intent compared to viewers who did not see in-stream video ads.
In addition to sharing the Nielsen data, Twitter also partnered with Dentsu Aegis and Millward Brown to further determine the impact of running both in-stream video ads and promoted video ad campaigns. According to the research findings, advertisers in the US that ran campaigns that included both video formats improved ad recall among viewers by 19 percentage points, brand awareness by 4.7 percentage points and purchase intent by 3.1 percentage points.
“Dentsu Aegis has been working with Twitter on behalf of more than a dozen brands and seen great success. Twitter’s unique value is clear: brands can reach audiences watching premium, brand-safe digital video. In-Stream Video Ads have allowed us to guarantee our clients can reach their target audiences at scale,” says Dentsu Aegis Network’s EVP and managing director, Michael Law.
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, including In-Stream Video Ads and Sponsorships, Periscope Super Hearts and Niche. In April, the company said that 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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