Expanding In-Stream Video Ads to more advertisers

Wednesday, 13 June 2018

In today’s media landscape, consumers are in the driver’s seat as they consume content when and where they want. As a marketer, you need to find new ways to capture people’s attention on their terms. 

Twitter's In-Stream Video Ads connect brands to compelling, brand-safe video content, allowing marketers to capture consumers' attention when they are most receptive. 

Now, we’re making In-Stream Video Ads available to all advertisers — including self-serve — in the UK as well as 11 global markets: Australia, Brazil, Canada, France, India, Japan, Mexico, Saudi Arabia, Spain, United Arab Emirates, and the United States. 


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In-Stream Video Ads allow marketers to connect with their audience through pre-roll ads that kick off the videos people love.

In the United Kingdom, we’ve partnered with more than 200 of the best video publishers in the world, including top TV networks, teams from major sports leagues, and professional news outlets like MTVUK, Empiremagazine , CosmopolitanUK, Sky Football, Daily Mirror, and Sky News.

Every day, they’re sharing brand-safe videos that your audience is eager to discover. From catching must-see sports highlights to watching clips of top TV shows, people on Twitter love that they can watch what’s happening.


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New research shows the effectiveness of In-Stream Video Ads

Time and again, In-Stream Video Ad campaigns drive positive shifts in key brand metrics for advertisers.

Based on U.S. Nielsen Brand Effect data, people who saw In-Stream Video Ads on Twitter were 70% more likely to recall the brand’s ad, 28% more likely to be aware of the advertiser’s brand, and had a 6% higher purchase intent (versus those not exposed to video ads).

Advertisers are able to achieve these positive results because the mindset of the audience on Twitter is extremely unique — these aren’t people who sit back and watch the world just scroll by.

They’re engaged. They’re curious. On average, we see that people are 31% more likely to remember what they see on Twitter versus general online browsing. We’re excited to roll In-Stream Video Ads out to more advertisers and help them achieve their KPIs.


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For marketers wondering how this new video ad product will work in tandem with their existing Twitter video ad campaigns, we have you covered. 

We partnered with Dentsu Aegis (@DentsuAegis) and Kantar Millward Brown (@K_MillwardBrown) and found that increased frequency of exposure to multiple video ad formats (e.g. In-Stream Video Ads + Promoted Video) increases brand health metrics across the funnel. 

Based on global Nielsen Brand Effect data people who saw In-Stream Video Ads on Twitter were 60% more likely to recall the brand’s ad, 30% more likely to be aware of an advertiser’s brand, and 5% had a higher purchase intent (compared to those who were not exposed to video ads). 

Getting started is simple

Extending your video ad campaign to Twitter is easy. With In-Stream Video Ads, no community management is needed, and marketers with video ads can start a campaign at

For marketers that want to create Twitter-specific video ads, but lack the time, resources, or insights, Twitter’s Fuel team provides editing services to optimize creative without losing impact. 

This service can also be leveraged in conjunction with research studies for robust campaign performance analytics. To date, early results show lift in brand metrics performing well above benchmarks.

To learn more about our video ad solutions, reach out to your Twitter account representative, or head to


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