In an attempt to make it easier for advertisers to reach a wider user base, Twitter is now allowing video publishers to target the entire global video audience and monetise through in-stream ads.
Earlier in-stream video ads were limited to the markets in which publishers were based, but over the past year, the micro-blogging website expanded this capability to nearly 20 global markets, including Australia, Brazil, and Spain. And now it’s available globally, irrespective of a publisher’s origin.
‘We expect this opportunity to build on the momentum that publishers across the world are seeing on Twitter. Over the first half of 2018, publisher earnings for this product have more than doubled relative to the same period in 2017,’ Twitter said in a blog post.
According to Christa Carone, President of Group Nine Media, in-stream video ads have changed how we work on Twitter daily, and now we are creating more native videos on the platform. Apart from monetising our content, it's enabling us to reach new audiences that aren't connected with our Club. In-stream video ads allow us to generate revenue, gain impact in new markets and increase our number of followers. It’s also very significant that the monetised videos have a completion rate beyond the organic average.
‘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,’ added Twitter.