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 in Australia to 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 from 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.
Premium content and advertising partners on board for the launch of In-Stream Video Ads in Australia include partners such as BeIN Sports and Seven West Media on the content side, and SportsBet, NAB and Woolworths as advertisers. Here’s a quotes from launch partner @beINSPORTS_AUS on how In-Stream Video Ads will help their business:
Twitter and live sport go hand in hand, so it's the perfect place for us to share match highlights and big moments from @beINSPORTS_AUS broadcasts so viewers can watch or re-watch them in real-time. To highlight this content, it's important for us to find ways to increase the audience and revenue for our premium video content, and Twitter's new In-Stream Video Ads product will help us achieve both of these goals.
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 in the US, 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.
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 telling this story to the APAC industry today at the All That Matters conference in Singapore, 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.