Product

Introducing In-Stream Video Ads on Twitter in India

By Soumya Parmar
Thursday, 12 October 2017

It should come as no surprise that consumers are watching more video online than ever. What you may not know is that Twitter is fast becoming the place for people to tune in and watch what’s happening.

Twitter is home to premium video from hundreds of the world’s top publishers. We partner with these publishers to develop and scale diverse video content around people’s passions and interests. As consumers’ appetite for video grows, we’ve expanded the ways our audience can discover relevant video content on the platform. This also creates an opportunity for our advertisers to better align with relevant video content at scale which is being consumed by Twitter users.

Starting today, brands in India can now run In-Stream Video Ads on Twitter to align with videos from our premium content partners across Sports, News and Entertainment. These include top TV networks, major publishing houses, leagues, magazines, digital creators and professional news outlets globally.

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Our premium content partners in India are handpicked by Twitter for their video first content strategies and proven track record, to maintain brand safety on the platform. These partners include: 9XM, Akash Chopra, AajTak, Bloomberg Quint, Buzzfeed India, CNBC TV18, CNN News 18,  ESPN CricInfo, ET Now, Femina, Film Companion, Filmfare, Filtercopy, Firstpost, Gadget 360, Gaurav Kapur, Grazia, HistoryTV18, Hungama, India Today, Mashable, Miss Malini, Mirror Now, NDTV, NDTV Profit, Sanjeev Kapoor, The Quint, Times Now, TVF, YRF, Zoom TV, and many more.

For brands, this opens up the opportunity to run in-stream video ads on Twitter. This incremental video reach on Twitter is core to the video strategy for all brands. Digital leaders at Amazon, Maruti, and Motorola have come on board as the first brands to innovate with the in-stream video ads launch in India, showcasing their Diwali campaigns and new product launches.

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Investing in the video experience

As a company, we are making video experiences even better for consumers, publishers, and advertisers through updates to our platform, content development, and video ad solutions.

We offer control to both advertisers and premium content partners to choose whom they would like to collaborate with. Advertisers have the flexibility to exclude any publisher handles on which their pre roll ads will run and the publishers also have the flexibility to make similar exclusions for advertisers. We offer 15 content categories that advertisers can choose from, thereby making the solution scalable across premium content consumed on the platform.

To make it even more effective for advertisers to align with this great video content at scale, we’ve expanded the opportunity for people to discover videos by targeting audiences most likely to be interested in this content. This allows brands to reach an incremental audience, especially amongst younger audiences, and raise awareness of their brand or product message.

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The consumption of video content is on a rapid rise in India and at Motorola, we prefer to tell a rich product story through engaging audio visual formats. The in-stream video ad platform on Twitter will let these be consumed along with premium content specific to genres and creators, that resonate with our audience. And the fact that we will be able to serve our communication when the right audience is watching topically relevant content, is an added bonus. The importance of storytelling through videos is undeniable, and we are excited to be the launch partners for Twitter In Stream Video Ads in India.

Rachna Lather

Marketing Head, Lenovo MBG & Motorola Mobility

We’re excited to be the first automotive brand in India to be associated with Twitter In-stream Video Ads. It’s our constant endeavor to experiment with new and engaging formats to leverage the power of social media.

Vinay Pant

VP Marketing, Maruti Suzuki India

Times network is very glad to partner with Twitter in this initiative. Twitter is definitely the platform of choice now for real time, breaking news. The engagement that our channels, specifically Times Now with more than 7 million followers, generate is a testament to this. Driving video monetization on Twitter is the next logical step for publishers like us who are already leveraging the platform to create a dedicated, engaged audience pool through video content.

Jignesh Kenia

Senior VP and Head, Corporate Strategy and Business Development, Times Network


Get Started

To learn more about our video ad solutions, reach out to your Twitter account representative.

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@soumyaparmar

Soumya Parmar

‎@soumyaparmar‎

Head of Video Solutions, Twitter India

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