Twitter is today making In-Stream Video Ads available to all advertisers – including self-serve – in 12 global markets: Australia, Brazil, Canada, France, India, Japan, Mexico, Saudi Arabia, Spain, United Arab Emirates, United Kingdom and United States.
In-Stream Video Ads allow marketers to connect with their audience through pre-roll ads.
Twitter has partnered with dozens of video publishers in Australia and globally (including top TV networks like Seven West Media and Nine Entertainment Co, major sports leagues, and news outlets like Business Insider, IGN and Southern Cross Austereo).
Twitter notes In-Stream Video Ad campaigns drive positive shifts in key brand metrics for advertisers. Based on global Nielsen Brand Effect data, people who saw In-Stream Video Ads on Twitter were 60% more likely to recall the brand’s ad, 30% more likely to be aware of the advertiser’s brand, and had a 5% higher purchase intent (versus those not exposed to video ads).
Research also indicates people are 31% more likely to remember what they see on Twitter versus general online browsing.
Twitter partnered with Dentsu Aegis (@DentsuAegis) and Kantar Millward Brown (@K_MillwardBrown) and found that increased frequency of exposure to multiple video ad formats (e.g. In-Stream Video Ads + Promoted Video) increases brand health metrics across the funnel. In the US, exposure to two video ad formats versus one video ad format improves ad recall by 19 percentage points (pp), brand awareness by 4.7pp, and purchase intent by 3.1pp.
Top photo: Sattalat phukkum / Shutterstock