Twitter launches new pre-roll ad service and content deals

The Australian Open, ARIAs and local esports tournaments will have live Twitter streams available as part a range of deals announced by the social media service at a conference in Singapore this morning.

Coupled with the live streaming deals, Twitter has launched an in-stream video advertising service in Australia which will be rolled out across the Asia-Pacific region.

Matthew Derella, Twitter’s global vice president of revenue and operations

“APAC in general is a growth engine for Twitter overall and I think Australia stands out as a place where video consumption is happening so it’s a natural for us to go there first with our in-stream ads,” Matthew Derella, the company’s global vice president of revenue and operations, told Mumbrella.

“This will allow Australian marketers to run targeted pre-rolls in front of premium content, you could choose a sports category or another category.”

Derella’s announcements fit into the strategy mapped out to Mumbrella earlier this year which flagged more live video deals and advertising inventory as the company looks to attract younger users to the platform.

At the All That Matters conference, Twitter announced 35 collaborations, with Channel Seven Sports, the ARIAs and Riot Games, along with the International Cricket Council, India’s Filmfare Bollywood Awards, Fox Sports Asia and Bloomberg Asia Pacific.

The streaming formats will vary between short-term highlights of events such as the Australian Open to long-form features from the ARIAs and the Riot games esports tournaments.

Streaming will be done from the partners’ accounts, with Seven’s coverage of the the Australian Open being broadcast on the @7tennis account.

Rights holders can geoblock content said Derella, although he predicts most of the feeds won’t be subject to restrictions: “There will be some geo-restrictions, though in many cases it will be globally available.”

For Australian advertisers, Twitter’s pre-roll features are available immediately with SportsBet, NAB and Woolworths’ ads already appearing on BeIN Sports and Seven West Media streams.


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