With the increased consumption of video content, Twitter has fast become the home to premium video from hundreds of top publishers. Driving video monetisation on Twitter is the next logical step for publishers who are already leveraging the platform to create a dedicated, engaged audience pool through video content.

As consumers’ appetite for video grows, starting today, brands in India can now run “In-Stream Video Ads” on Twitter to align with videos from Twitter’s premium content partners across sports, news and entertainment. These include top TV networks, major publishing houses, leagues, magazines, digital creators and professional news outlets globally.

The premium content partners in India include: 9XM, Akash Chopra, AajTak, Bloomberg Quint, Buzzfeed India, CNBC TV18, CNN News 18,  ESPN CricInfo, ET Now, Femina, Film Companion, Filmfare, Filtercopy, Firstpost, Gadget 360, Gaurav Kapur, Grazia, HistoryTV18, Hungama, India Today, Mashable, Miss Malini, Mirror Now, NDTV, NDTV Profit, Sanjeev Kapoor, The Quint, Times Now, TVF, YRF, Zoom TV, and many more.

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For brands, this opens up the opportunity to run in-stream video ads on Twitter. Amazon, Maruti, and Motorola have come on board as the first brands to innovate with the in-stream video ads launch in the country, showcasing their Diwali campaigns and new product launches, the company said.

To make video experiences even better for consumers, publishers, and advertisers, Twitter is offering control to both advertisers and premium content partners to choose whom they would like to collaborate with. Advertisers have the flexibility to exclude any publisher handles on which their pre-roll ads will run and the publishers also have the flexibility to make similar exclusions for advertisers.

Twitter is offering 15 content categories that advertisers can choose from, thereby making the solution scalable across premium content consumed on the platform.

To make it even more effective for advertisers to align with this great video content at scale, Twitter has expanded the opportunity for people to discover videos by targeting audiences most likely to be interested in this content. This allows brands to reach an incremental audience, especially amongst younger audiences, and raise awareness of their brand or product message.