Expanding Pre-Roll Ads to Periscope Video
As video viewership on Twitter continues to grow, video has become an increasingly important channel for publishers, creators and brands to reach their audiences. Today, Twitter is introducing a new opportunity for publishers and creators to monetize their content, and for brands to advertise against it, with pre-roll ads on Periscope video within Twitter.
Pre-roll ads on Periscope video enable brands to marry their message with specific broadcasts from creators and publishers. The same control that brands have to design their campaigns through the Amplify program, a partnership program where media partners and brands team up to deliver premium content to fans, will be extended to the new opportunities created with these ads. The experience will mirror how ads currently appear on all Twitter video: when consumers scroll through their timelines or search for content from a specific publishers or creators, Periscope videos – live and replay – can start with a short ad.
Twitter recently launched its first premium sponsored content experience in the MENA region through its partnership with global sports network beIN and Unilever. The Amplify partnership allowed targeted football fans in Saudi Arabia, who were not necessarily following @beINSPORTS_MENA, to view video highlights of the UEFA Champions League’s UCL matches through Promoted Tweets which appeared directly in their Twitter feeds. These Tweets contained pre-roll advertisements in the form of 5 second video clips from Unilever’s hair care brand @ClearKSA, which automatically appeared prior to beIN’s videos.
Ads on Periscope videos are a new way to use live and on-demand video to reach audiences at the most relevant moments. Periscope’s authentic and interactive nature brings people immediately into compelling live experiences and the conversation that surrounds them. From 360 degree and professionally-produced broadcasts to spontaneous mobile live video, stories can be shared through a range of video content.
For creators and publishers that use Periscope go live on Twitter every day, these pre-roll ads present a new way to monetize their video content. For marketers, they have a new source of brand-safe video advertising beyond what was previously available, including ads during live streaming video programs from select premium publishers, Promoted Tweets with Periscope video, and custom Amplify campaigns with premium content creators.
Kinda Ibrahim, Director of Media Partnerships for the MENA region at Twitter said, “We are monetizing Periscope content in a thoughtful way that is organic to how people consume premium content on the platform. To date in the MENA region, Twitter has successfully secured partnerships with beIN Sports, Kharabeesh, 7awi, Tech Pills, and Step that provide advertisers with opportunities to associate their campaigns with a wide range of premium content, from entertainment to sports and technology. We expect more partnerships to be finalized soon.”
Ads on Periscope videos are now available to select advertisers through custom Amplify packages, and will roll out more broadly in the coming months. To learn more, brands can contact their Twitter representative about packages that include this new offering.
