As consumers are watching more video online than ever, Twitter recently launched its In-stream Video Ads feature for marketers in India. Digital leaders at Amazon, Maruti and Motorola have come on board as the first brands to innovate with the In-stream Video Ads launch in India, showcasing their Diwali campaigns and new product launches.
With In-stream Video Ads, brands in India can align with videos from Twitter’s premium content partners across sports, news and entertainment globally. These include top TV networks, major publishing houses, leagues, magazines, digital creators and professional news outlets.
Commenting on the launch, Soumya Parmar, Head of Video Solutions, Twitter India, said, “Twitter hosts premium video content from the world’s top publishers, and collaborates with them to develop and scale diverse video content that people are interested in. With the launch of In-Stream Video Ads in India, it now creates an opportunity for advertisers to better align with relevant video content at scale across 15 content categories. These publishers are established handpicked partners, ensuring brand safety for our advertisers.”
Twitter’s premium content partners in India are handpicked by Twitter for their video first content strategies and proven track record, to maintain brand safety on the platform. These partners 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.
Rachna Lather, Marketing Head, Lenovo MBG and Motorola Mobility, said, “The consumption of video content is on a rapid rise in India and at Motorola, we prefer to tell a rich product story through engaging audio visual formats. The in-stream ad platform on Twitter will let these be consumed along with premium content specific to genres and creators that resonate with our audience. And the fact that we will be able to serve our communication when the right audience is watching topically relevant content is an added bonus. The importance of storytelling through videos is undeniable, and we are excited to be the launch partners for Twitter In-Stream Ads in India.”
“We’re excited to be the first automotive brand in India to be associated with Twitter In Stream Video Ads. It’s our constant endeavour to experiment with new and engaging formats to leverage the power of social media,” said Vinay Pant, VP Marketing, Maruti Suzuki India.
As a company, Twitter is making video experiences even better for consumers, publishers and advertisers by investing in the video viewing experience through updates to the platform, content development, and video ad solutions. Twitter offers transparency and flexibility to both advertisers and premium content partners to choose their collaborations with the newly launched in-stream video ads offering. Twitter offers 15 content categories that advertisers can choose from, thereby making the solution scalable across premium content consumed on the platform.
With Times Network being listed as one of the publishers, Jignesh Kenia, Senior VP and Head, Corporate Strategy and Business Development, Times Network, remarked, “Times network is very glad to partner with Twitter in this initiative. Twitter is definitely the platform of choice now for real time, breaking news. The engagement that our channels, specifically Times Now with more than 7 million followers, generate is a testament to this. Driving video monetisation on Twitter is the next logical step for publishers like us who are already leveraging the platform to create a dedicated, engaged audience pool through video content.”
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 among younger audiences and raise awareness of the brand or product message.