Twitter's Pre-Roll Ads Are Now Much Easier To Buy
- by Ben Frederick @mp_benfred, June 3, 2016
Social platform Twitter announced this week that it was opening up its pre-roll ads to automated buying systems run by AdParlor, Amobee, TubeMogul and Visible Measures
through its Ads API. Advertisers will be able to syndicate their video ads across Twitter and reach the audiences it wants without as much hassle.
The development is intended to make it easier to monetize and sponsor videos on Twitter’s platform. The move parallel’s Instagram’s similar development, which netted the photo-sharing platform higher ad revenue.
Twitter released pre-roll ads in October, but users had to manually log in and select which categories they wanted to run their ads against. Advertisers had access to premium videos from Twitter Amplify publishers like Fox Sports, Dick Clark Productions, and MTV.
Twitter’s video offering is VAST compliant, allowing advertisers to slot in non-social video campaigns.
“Social continues to be the cornerstone of effective cross-channel digital marketing,” stated Chad Bronstein, SVP of global partnerships at Amobee. “Twitter’s introduction of premium pre-roll video increases brands’ ability to understand video holistically across channels and creates seamless access to video delivery.”
Twitter has had a monetization problem from day one.
The company has recently begun efforts to monetize outside its platform as well, integrating its MoPub offering with its Twitter Kit. The integration allows developers to display Twitter ads directly within feeds and timelines in third-party apps.
