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Product

Twitter announces in stream video ads in the UK

By ‎@drwilding‎
Thursday, 5 October 2017

London (October 5th, 2017) — Twitter announces its first exclusive original live programming in the UK. In partnership with Global and one of their key brands PopBuzz, #PopBuzzPresents will be  a weekly 30 minute music show, broadcast live from Twitter’s central London HQ.

Focusing on a millennial audience, #PopBuzzPresents will, like all of Twitter’s live programming, present new opportunities for brands to reach passionate and engaged audiences by sponsoring premium video content at scale.

Making the announcement at Twitter’s 2017 IAB Digital Upfronts event in central London, Twitter’s Director of Planning, David Wilding said:

 

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Premium quality, brand-safe live content is a real priority for Twitter, with more than 1200 hours shown in Q2 2017 alone, reaching 55 million unique viewers (up from 600 hours as recently as Q4 2016). Here in the UK we’ve been exceptionally busy talking to a whole range of fantastic partners, and today’s news reflects the successful inroads we’ve already made, as well as what a creative and ambitious market we’re lucky enough to work in.

David Wilding

Director of Planning Twitter

‎@drwilding‎

Those attending the session were taken through a number of ways marketers can “be what’s happening” by advertising against premium video to influential, connected audiences. Live and in-stream video content announced included:

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Champions League with BT Sport:

Following a hugely successful Champions League competition on Twitter last season, we can confirm a range of opportunities across BT Sports for real time clips across the biggest club competition in world football. With six UK teams striving for success alongside Europe's elite, it’s sure to be the one to watch.

The Score with BT Sport:

Streamed live for free on Twitter every week across the 2017/18 Premier League season, BT Sport Score sees Mark Pougatch and Jules Breach joined by a host of BT Sport pundits to keep viewers up to date as every goal goes in.

 

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England Rugby Autumn Internationals with Sky Sports:

This November the highly anticipated Autumn internationals return as England do battle with Argentina, Australia and Samoa, providing a fantastic test before the Six Nations in February. The package focuses on real-time, in-game highlights.

The Ashes with BT Sport:

The biggest rivalry in sport is back on in November as England go down under in a bid to retain the Ashes against their bitter rivals. BT sport will be providing in-game clips and match highlights - a great  opportunity for a brand to partner up with what is sure to be a spectacular series of test match cricket.

Transfer Deadline Day with Sky Sports:

Having very successfully worked with Sky to livestream the last two Premier League Deadline Days, we can today announce the continuation of that  deal across the windows in January and August 2018.

Anthony Joshua V Kubrat Pulev with Sky Sports:

Britain’s Anthony Joshua makes the first defence of his IBF title on 28th October. Sky Sports will be providing the clips from the week leading up to the the fight and we are delighted to announce that Lynx will be the brand partner.

 

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#PopBuzzPresents

New music and internet magic trending right now: be prepared for a brand new weekly PopBuzz show, coming very soon to Twitter. The perfect opportunity to associate with millennials, zeitgeist hunters and trend setters.

Empire Magazine x Star Wars: The Last Jedi:

A premium content opportunity for brands wanting to get involved with the huge buzz around Star Wars: The Last Jedi, this December. Working closely with Bauer, we’ve developed a bespoke sponsorship package from Empire Magazine to provide exclusive live access at the premiere, interviews at the junket and in-depth analysis of the new film.

MOBO Awards:

One of the most important and ground breaking music awards ceremonies, the MOBO Awards recognise and celebrate artists creating the very best black or urban music. Clips from entertaining moments, highlights of the show and red carpet interviews are on offer.

Glamour x TRESemme:

The package includes eight top quality ‘how-to’ hair videos from Conde Nast's Glamour Magazine across a period of three months,  including AW 17 hair trends, top knots and how to cut your own hair.

 

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In the last few months alone Twitter has announced a host of news partnerships, from our hugely successful work with the BBC to livestream their 2017 UK Election debates, to deals with Bloomberg and our exclusive Buzzfeed show AM to DM, which averaged 1m daily viewers - 78% of which were under-35 - in its first week.

 

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After its successful US launch, we’re proud to announce the roll out of In-Stream Ads in the UK.

In Stream Video ads help people enjoy premium quality, brand-safe video content but they also help publishers drive more revenue, and help brands align with the best mobile video content, all at massive and accelerating scale.

Lucy O’Dwyer, Twitter’s EMEA Head of Video Solutions said “People are watching more video than ever and since we started testing In Stream Video ads in the UK in July we’ve had some fantastic early results. Focussing on the best brand-safe premium video content available, we've partnered with over 260 Publisher accounts in the UK, including the likes of Sky, ESPN, football clubs such as Manchester City, Global, Hearst, Bauer Media, Huffington Post, Viacom, as well as global publishing partners such as Mashable, Bloomberg and Business Insider. In Stream Video Ads give brands a superb opportunity to align with premium quality, brand-safe broadcast and publisher video at real scale.”


Test advertisers have included @PaypalUK, @SamsungUK, @MagnumUK, @ThreeUK and @GreenFlagUK (part of Direct Line Group).

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Twitter In Stream gave us an opportunity to align brands to TV quality content and deliver it to our target market with performance that exceeded expectations

Jon Appleby

Online Video Director, Havas Media Group

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