Publishers can now monetise their entire global video audience on Twitter through in-stream video ads.
The social media giant opened this capability to publishers this week. Previously, in-stream video ads were limited to the markets in which publishers are based.
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 audiences. Over the past year, Twitter has expanded this capability to about 20 global markets including Australia.
Twitter expects this opportunity to build on the momentum publishers across the world are experiencing on the platform. Over the first half of 2018, publisher earnings for this product more than doubled relative to the same period in 2017.
Seven is one of Twitter’s biggest local partners in Australia.
Seven West Media’s head of commercial product Jonathan Munschi said: “As we’re a publisher, creating and delivering premium content are our first priority. With Twitter, we’ve unlocked the potential to take this content to communities all around the globe, whether that’s passionate fans of a favourite like Home and Away, or reality TV lovers who don’t want to miss a moment of the My Kitchen Rules action. We’ve seen massive growth on Twitter this year and know that the audience for much of our content is truly global, which makes this new development very exciting. We can’t wait to connect with advertising partners around the world to help tell their stories on a global scale in line with our content.”
The company’s global partners such as Group Nine Media and BuzzFeed have welcomed the new feature on Twitter.
Group Nine Media president Christa Carone said: “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.”
BuzzFeed’s SVP of branded content distribution and ad operation Ken Blom said: “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.”