Twitter expands In-Stream video ads to all advertisers in India
With increasing number of people consuming video content on-the-go, marketers are seeking new ways to capture people’s attention on their terms. Keeping this in mind, Twitter is making In-Stream video ads available to all advertisers in India, including self-serve. Twitter’s In-Stream video ads connect brands to compelling, brand-safe video content, allowing marketers to capture consumers’ attention when they are most receptive. The launch is part of a global roll out in 12 markets, including: 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 that kick off the videos people love. In India, several brands, including Air Vistara (@airvistara), Amazon (@amazonIN), Lenovo (@Lenovo_in), LG (@LGIndia), Reliance Smart (@RelianceSmartIN), Maruti (@maruti_swift), Monster (@monster_india), Motorola (@motorolaindia), Nature Fresh Life (@NatureFreshLife), Swiggy (@Swiggy_IN), and Tata (@TataMotors) have innovated with In-Stream video ads on Twitter for their campaigns.
“It has been a constant endeavour to reach real time audiences who are constantly engaging with live content. CES 2018 is a big moment in the field of consumer technology and getting access to the entire gamut of users across journalists, tech media publishers and technophiles on Twitter has helped has reach the relevant audiences through the In-stream video ads,” said Abhiral Bhansali, Head of Marketing (Home Entertainment), LG India.
In India, Twitter has partnered with leading video publishers, including: 9XM, Akash Chopra, AajTak, Bloomberg Quint, Buzzfeed India, CNBC TV18, CNN News18, Colors – Viacom, Economic Times, ESPN CricInfo, ET Now, Femina, Film Companion, Filmfare, Filtercopy, Firstpost, Food Food TV, Gadget 360, Gaurav Kapur, Grazia, HistoryTV18, Hungama, India Food Network, India Today, Mirror Now, NDTV, NDTV Profit, Sanjeev Kapoor, The Quint, TVF, Vogue, YRF, Zoom TV, and many more. Every day, these content partners are sharing brand-safe videos that audiences are eager to discover. From catching must-see sports highlights to watching clips of top TV shows, people on Twitter love that they can watch what’s happening.
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 per cent more likely to recall the brand’s ad, 30 per cent more likely to be aware of the advertiser’s brand, and had a 5 per cent higher purchase intent (versus those not exposed to video ads).
To help marketers understand how this new video ad product will work in tandem with their existing Twitter video ad campaigns, Twitter partnered with Dentsu Aegis (@DentsuAegis) and Kantar Millward Brown (@K_MillwardBrown). The results proved that increased frequency of exposure to multiple video ad formats (for example, 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.