It should come as no surprise that consumers are watching more video on their mobile devices than ever. What you may not know is that video impressions on Twitter grew significantly from Q3 to Q4 2016 as Twitter is fast becoming the place for people to tune in and watch what’s happening. Today, we’re rolling out In-Stream Video Ads and sharing new research that shows Twitter video ads help marketers reach their audience and drive powerful results.
In-Stream Video Ads help marketers tell their story
Twitter is home to brand-safe video from hundreds of the world’s top publishers. That means brands can now run In-Stream Video Ads to align with videos — highlights clips and live-streams — from Amplify partners, including top TV networks, major sports leagues, major publishing houses and magazines, and professional news outlets. This includes pre-roll and mid-roll ads.
In recent experiments, we’ve been automatically promoting videos with high engagement from select publishers. Not only does this drive more views for the publisher, it also allows advertisers to get their message in front of a larger target audience. We have seen early success in the US and look forward to rolling this out more widely in the year ahead.
New research on the effectiveness of video ads
Time and again Twitter video ad campaigns drive positive shifts in key brand metrics for advertisers. Across 406 Nielsen Brand Effect studies, those who saw video ads on Twitter were 50% more likely to be aware of the advertiser’s brand, feel 14% more favorable about the brand, and had 18% higher purchase intent (versus those not exposed to video ads).
Why? People come to Twitter in a discovery mindset, making them more attentive, responsive, and trusting of the video ad content they see on Twitter in comparison to competing platforms. This leads to video ads on Twitter being almost 2X as memorable when compared to the same ads on other premium sites.
Helping marketers measure their impact
As we shared last week, we are helping marketers measure the impact of their video campaigns by continuing to invest in measurement. This includes relationships with industry-leading third-party measurement providers to understand whether video ads they run on Twitter are viewable and were delivered to the audience they intended to reach.
Investing in the video experience
As a company, we are making video experiences even better for consumers, publishers, and advertisers. We are investing in the video viewing experience through updates to our platform, content development, and video ad solutions.
We are poised to continue telling this story to the industry on May 1, 2017, at the Digital Content NewFronts in New York, where we’ll share more about Twitter’s video content partners and long-term plans.
To learn more about our video ad solutions, reach out to your Twitter account representative.