Twitter has launched ‘in-stream video ads’ for brands in India, it announced in a blog post. It said that brands in India can now run in-stream video ads on Twitter to align with videos from its content partners across sports, news and entertainment.
How it works: It works like ads YouTube. For instance, if ET Now is running a video news on Twitter. It can run video ad inside the clip or video.
These content partners include popular TV networks, publishing houses, leagues, magazines, digital creators and professional news outlets globally. The micro-blogging platform offers 15 content categories that advertisers can choose from. Amazon, Maruti and Motorola have already come on board as first brands, showcasing Diwali campaigns and new product launches, it said in the blog.
Twitter also said that the control of choosing whom they would like to collaborate with, will reside with both advertisers and content partners.
Some of the Twitter’s content partners AajTak, Bloomberg Quint, Buzzfeed India, ESPN CricInfo, ET Now, Femina, Filtercopy, Firstpost, Mashable, Miss Malini, Zoom TV- to name a few.
Note that, Twitter had signed up digital ad network Httpool last month, as its new ad partner in India as its official ad reseller in India and work towards increasing the ad pool for Twitter in the country.
Twitter’s monetization plans
Monetization was one of the primary focus for Twitter under former CEO Dick Costolo, who stepped down in June 2015. The company had introduced a host of monetization products, including its Promoted Video platform, which the company had begun testing back in March 2014 in partnership with the NBA. Though some of these monetization initiatives, like Buy Button, have been discontinued, the company continues to look for other avenues. Twitter has also launched some India-specific monetisation plans. In April 2016, the company had launched First View, a tool for marketers which lets them gain top spots (by placement) on the platform via video, in India, and 28 other APAC countries like Indonesia, Japan, Malaysia, Philippines, Singapore and Australia. First View was first launched in the US in February last year, and allows marketers to scale video marketing campaigns and real time public conversations on Twitter.
Since consumers are increasingly watching video online, various Internet companies such as Facebook, Truecaller, Instagram, Inmobi etc, are increasingly focusing on video ads to monetise their platforms.