Twitter gives video ads a subtle lift, puts livestreams atop the timeline

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Twitter is making it easier for users to find live broadcasts from the accounts they follow, while at the same time giving advertisers running in-stream video ad campaigns prime real estate by pushing video content to a prominent position on the app.

Announced via a Tweet yesterday, the company said it would be putting livestreams from followed accounts atop a user’s timeline.

Twitter opened up in-stream video ads to video clips and livestream content in April 2017. Initially, the company offered the ads only to advertisers that had been white-listed via Twitter’s Amplify platform. The in-stream video ads ran in video content from Amplify’s publishing partners, a list that included major sports networks, TV networks and news and publishing outlets.

In June of this year, Twitter made in-stream video ads available to all advertisers by making the ad unit available to purchase within its self-serve ad tool.

At the time, Twitter referenced a Nielsen Brand Effect report that showed Twitter users exposed to in-stream video ads were 70 percent more likely to recall a brand’s ad and 28 percent more likely to be aware of the brand compared to users who did not see the in-stream ad. The data also revealed a six percent higher purchase intent for users who had viewed in-stream video ads.

Twitter’s primary focus these recent months have been the overall health of its platform and election integrity — but video is definitely more than a blip on its radar. Earlier this year, the company reported video advertising accounted for more than half of its Q1 ad revenue. Of the $575 million it earned from advertising, $288 million was attributed to video ads.

The post Twitter gives video ads a subtle lift, puts livestreams atop the timeline appeared first on Marketing Land.

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