In-stream video ads and sponsorships to include K-pop content worldwide

By YeonJeong Kim
Thursday, 7 February 2019

Twitter is the best place for fans all over the world to find out and talk about what’s happening in the K-Pop world in real-time. Last year, the most Tweeted personality on a global scale was K-Pop band BTS (@BTS_twt). There were also 56 million Tweets worldwide related to “2018MAMA” in December 2018, which is the biggest K-Pop award ceremony every year. Additionally, the live Twitter Blueroom for K-Pop band EXO (@weareoneEXO) in November 2018 was watched by 1.5 million people, setting the record for the most watched K-Pop #TwitterBlueroom ever.

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With K-Pop being one of the top global conversation drivers on Twitter, we have now extended the In-Stream Video Ads to K-Pop content. This will allow brands around the world to now run pre-roll video ads targeted at users who watch K-Pop content on Twitter. Aside from increasing the profit of video content copyright holders on Twitter, it also enables brand advertisers to easily reach young, high-engagement consumer audience who wants to support their favourite K-Pop bands by watching related videos on Twitter.

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To further provide advertisers a chance to maximise their campaign efforts, we also extended In-Stream Videos Sponsorships to exclusive Twitter-produced K-Pop content, allowing brands to insert pre-roll ads into video highlights of K-Pop #TwitterBluerooms. These exclusive live Q&A sessions on Twitter with over 200 K-Pop artistes and their fans have established engaging conversations worldwide, with an average of 1 million viewership for each Kpop Twitter Blueroom in 2018. For example, in December 2018, LG U+ was the first brand to work with Twitter on this new advertising tool. Through the first sponsored Twitter Kpop Blueroom, LG U+ introduced their new performance video platform, U+ Idol Live, on a global scale to K-pop fans, accumulating up to 1 million views.

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Both In-Stream Video Ads and In-Stream Video Sponsorships will also allow brand advertisers to complement traditional advertising efforts through a synergistic effect with digital video advertising. In addition, there are no regional restrictions, allowing global brands to reach Kpop fans on Twitter in as many as 22 markets including: Australia, Brazil, Canada, Egypt, France, India, Indonesia, Japan, Korea, Kuwait, Lebanon, Malaysia, Mexico, Philippines, Qatar, Saudi Arabia, Singapore, Spain, Thailand, UK, United Arab Emirates and US. Twitter plans to continue to expand the available countries of this service.

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On the other hand, Nielsen Brand Effect Data (2017.11-2018.04) found that people who have viewed In-Stream Video Ads on Twitter showed 60% more ‘Ad Recall’, 30% more ‘Brand Awareness’, and 5% more ‘Purchase Intent’, compared to those who were not exposed to the Ads.

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Example Tweets for K-Pop Twitter In-Stream Video Ads

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@TheNolja

YeonJeong Kim

‎@TheNolja‎

Head of Partnerships, Korea