Twitter extends in-stream video ads to global markets
Twitter has announced an extension of its in-stream video ad service so advertisers can extend their reach beyond local markets.
The announcement:
Unlocking global revenue through In-Stream Video Ads
In-Stream Video Ads were designed to unlock incremental revenue for top publishers who want to monetise their videos on Twitter, while making it easier for advertisers to reach influential audiences and align with great content. Over the past year, we have expanded this capability to nearly 20 global markets, including Australia, Brazil, and Spain.
Today, we are pleased to announce that publishers can now monetise their entire global video audience on Twitter through In-Stream Video Ads. Previously, In-Stream Video Ads were limited to the markets in which publishers are based, but in many cases, publishers have a global following. We heard feedback that they want to monetise their organic following, outside of their home country.
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.
This new feature is garnering excitement from publishers around the globe looking to increase reach and revenue:
“All of our brands have seen exceptional growth this year on Twitter and built massive audiences of highly-engaged fans from around the world on the platform. Twitter has always been a great partner to Group Nine and has shown a true understanding of the value of great content. 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, @ChristaCarone“In-Stream Video Ads has changed how we work on Twitter daily, and now we are creating much more native video on the platform. Apart from monetising our content, it’s enabling us to reach new audiences that aren’t connected with our Club. In-Stream Video Ads allows us to generate revenue, gain impact in new markets and increase our number of followers. It is also very significant that the monetised videos have a completion rate beyond the organic average.”
Didac Lee, FC Barcelona Board Member, Digital @DidacLee“This is a big win for monetisation against the way BuzzFeed creates global content. We typically see our content travel beyond the local handle it was created in and extend to many other markets. Often times the most viral content reaches global audiences and this update helps advertisers align with that content.”
Ken Blom, SVP of Branded Content Distribution & Ad Operation at BuzzFeed, @KenBlomIn-Stream Video ads are available in markets across the world. To get started monetising their global audience, publishers can reach out to their partner manager.
From a Twitter PR release
