Commentary

Twitter's Really Excited About New In-Stream Video Ads

Ahead of the NewFronts, Twitter began rolling out in-stream video ads on April 18.

And the struggling social giant seems very confident that the new offering will be a hit among brand partners.

Tuesday’s big unveil follows “months of experiments and proven results,” a company spokeswoman told MediaPost.  

Setting themselves apart from similar offerings, the new units will push videos with higher engagement levels to users who don’t even follow the publisher accounts on which the ads first run.

Of course, the new format builds off of Twitter’s Amplify Publisher Program, and includes pre-roll and mid-roll ads.

Video is booming across the mobile Web, and Twitter’s platform is no exception.

According to internal figures, video impressions on Twitter grew significantly from the third quarter to the fourth quarter of 2016.

Meanwhile, across 406 Nielsen Brand Effect studies, consumers who saw video ads on Twitter were 50% more likely to be aware of an advertiser’s brand and to feel 14% more favorable about that brand, and had 18% higher purchase intent -- versus those not exposed to video ads.

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Expect Twitter to reiterate these and other flattering findings when it presents at at the Digital Content NewFronts in New York, on May 1.

This column was previously published in Moblog on April 18, 2017.

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