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Oct042018

Twitter Expands In-Stream Video Ads Globally to All Advertisers

Twitter has announced that it’s unlocking an option for advertisers’ to earn global revenue through In-Stream Video Ads now available in all regions across the world.

With this rollout, advertisers using Twitter’s in-stream video ads can reach a global audience to monetize their ad content, as opposed to being region-restricted to nearly 20 global markets.

Previously,  the company limited publishers to use in-stream video ads in their home markets only.

The expansion won’t change things for all publishers, but those having a global following can now monetize their organic following, outside of their based country.

This opportunity will expand Twitter ad options, by providing brands with more targeting tools to help maximize their campaigns across the world.

Twitter is reporting a strong growth in video ad content and expects this new feature will further build on the momentum publishers around the globe are seeing on Twitter:

“We expect this opportunity can build on the momentum publishers across the world are seeing on Twitter: Over the first half of 2018, publisher earnings for this product have more than doubled relative to the same period in 2017.”

“Video ads continue to account for more than half of ad revenue and remained our fastest-growing ad format in Q2.”

An example of a Twitter in-stream video ad:

Twitter In-Stream Video Ad

In-stream video ads are designed to unlock incremental revenue for top publishers, while also making it easier for advertisers to reach influential audiences and align with great content.

  • Video will play within the Tweet of the partner matched by Twitter system video to
  • Video will have an “Ad by your @handle” message while it is playing
  • If video is longer than six seconds, a tap to Skip button will appear for the user at :06

Twitter will allow advertisers to customize categories of video content that they don’t want to pair with their in-stream videos
Any specific @handles advertisers would not like in-stream videos to pair with

The in-stream videos advertisements plays at the beginning of a video. To see an example of in-stream video ad click the play button on the video below:

While in-stream video ads can be intrusive, and annoying, the company cited some publishers who have benefited with this new feature around the globe:

“[…]We are excited about the new opportunities to connect advertising partners with our audience and bring them into the amazing stories we tell, on a global scale,” Christa Carone, President of Group Nine Media.

“In-Stream Video Ads has changed how we work on Twitter daily, and now we are creating much more native video on the platform,” wrote Didac Lee, FC Barcelona Board Member, Digital.

Here is an image of Twitter video ad targeting options:

Twitter In-stream video ad targeting options
In-Stream Video ads are now available in all markets across the world on Twitter’s advertising platform.

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