Twitter to boost instream video ads and expand video streaming partnerships

As UK digital video ad expenditure is predicted to grow by 39% in 2017 to reach $2.05 billion, Twitter is set to expand its streaming partnerships and entice advertisers to create video ads to share on the social media network.

At the IAB UK Digital Upfronts session, Twitter revealed that it was all about video.

According to Ryan Moore, the company’s Global Director of Video & Agencies:

“Your goal as advertisers is to connect with consumers and change their perceptions. Most brands are shifting towards thinking that video is the most powerful way to do that.”

Given the growing number of people using Twitter, he said that video was perhaps one of the best ways to build a brand on the platform.

Twitter is currently looking to expand its in-stream sponsorships. Among large brands which recently joined partnerships were Jaguar, Beats by Dre and Fosters.

The company has also focused on a wider roll-out of its In-stream Advertising formats. These allow brands to run their video campaigns alongside premium publisher content that has been handpicked by Twitter.

Unsurprisingly, Twitter’s live streaming feature has been particularly popular with sports fans. It’s the “live” feel that has users coming back to search for the latest game results, news and other features.

All in all this points to Twitter as a publishing platform that allows users to instantly catch the latest and most important news from around the world.

Chris Bailes, UK Head of Agency Sales at Twitter, said:

“Nobody does news like Twitter. Journalists and broadcasters flock there on a daily basis.”

Indeed, the BBC featured its general election 2017 livestream on Twitter.

According to Twitter, its video ad campaigns promoted brand awareness by 50% amongst viewers and they felt 14% more favourable about the brand. Eighteen percent of consumers had a higher purchase intent after seeing Twitter video ads.