In recent years Twitter decided to invest heavily in video content within their business. The investment has definitely paid off seeing as currently, more than 50% of advertisers use video ads on Twitter.
Advertisers also seem to love video ads as users are increasingly moving to video on mobile and it helps brands with creative storytelling.
With this comes lots of brand safety concerns for advertisers. Find out how Twitter manages these concerns, information about their video ad business and more below.
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Twitter’s video ad business and user-generated content have seen steady growth.
Currently, 50% of advertising done on Twitter is in video.
In Q1 of 2018 Twitter made $287 million from video ads.
The internet is shifting over to mobile devices more each day and with it, video on mobile devices.
Twitter made a significant investment in improving their video products and performance.
In-stream video ads and website video cards are driving most of their ad revenue.
Video advertising demand is set to continue to grow as consumer behavior shifts, and brands use video for creative storytelling.
Brands also want premium quality content they can integrate with that are brand safe.
Twitter is full of user-generated content, so brand safety is a big concern for many advertisers.
To combat this, Twitter uses machine learning with tools and protocols to create a safe environment for brands.
They’ve also partnered with over 900 content providers consisting of quality brand safe content for advertisers to utilize.
Through these partnerships, brands can choose which publishers and genres to associate with.
Some of Twitter’s latest partnerships include PGA, Fox Sport, Women’s World Cup, and Buzzfeed.
Twitter boasts with having 2x the average ad recall, 40% sustained awareness and more accurate predictable ROI.