Twitter has rolled out in-stream video ads for brands as it looks to take on YouTube by allowing marketers to place engaging content alongside premium clips, highlights and live streams from major publishing houses, news organisations, major sports leagues, TV networks and other partners featured in the Amplify programme.
In a blog post announcing its latest addition to the video ad market, Twitter’s Senior Product Manager, Mo Al Adham, said that visual ads on the platform have driven a 194 per cent increase in ad recall, a 50 per cent uptick in brand awareness and a 43 per cent rise in message association while also having a positive impact on purchase intent and brand favourability compared to those not exposed to ads.
Al Adham also stated that in-stream ads had been very successful in the US during recent experiments, as they had enabled advertisers to maximise exposure and reach a much wider audience. The new ad product, which is set to roll out to more countries “in the year ahead,” also resulted in more views and click-through rates for brands.
“Twitter is home to brand-safe video from hundreds of the world’s top publishers,” Al Adham added. “That means brands can now run in-stream video ads to align with videos — highlights, clips and livestreams — from Amplify partners.” This means that content will be aligned with relevant videos that brands’ target audiences are already viewing.
Twitter now has an extensive suite of video ad solutions for brands. Its “promoted video” offering allows marketers to tell a rich brand story by using a hyper-targeting functionality and innovative formats, while the “sponsorships” feature boosts brand association by placing content against the most popular clips from a single Amplify partner.
The latest addition appears to be a challenge to YouTube, as Al Adham’s focus on offering a “brand-safe” environment could make it an appealing prospect for advertisers that were recently stung by the ad placement controversy on the biggest video-sharing platform. Twitter announced in-stream ads this week, but it is planning to divulge further details about the format during the Digital Content NewFronts event in New York in early May.