Twitter will start selling pre-roll ads ahead of Periscope videos
- Author: Latoya Cobb Mar 30, 2017,
Mar 30, 2017, 0:05
With this roll-out, the marketers also have a new source of brand-safe video advertising beyond what was previously available, including ads during live streaming programmes from select premium publishers, Promoted Tweets with Periscope video and custom amplify campaigns with premium content creators.
In order to avoid such mishaps, Twitter has said that it will only have a few selected publishers for brands to place their ads with, thus effectively ensuring that they reach the audience base of their choice via appropriate content.
To make use of this new monetization opportunity, the brand advertisers have been provided the same features and tools they've been using to design their campaigns till date. Content creators, on the other hand, will now be required to select a small check box before starting your live stream to insert pre-roll ads in the beginning. But, you'll miss a part of the stream if you continue watching the ad, that's up to you.
The pre-roll ads on Periscope will vary in length and users will be able to skip the ones that are longer.
Periscope added in its blog post that some of those metrics will be broken down into live and replay, giving users even more insight into how their videos are being consumed.
Twitter is struggling to win market share in a digital-ad market dominated by Facebook Inc. and Alphabet Inc.'s Google. The inventory for the new format might be limited, however, as only Periscope video from Amplify partners will be available to include advertisements. A company spokesperson says these ad splits are "similar" to the existing Amplify deals. The latter is what Twitter is considering in the initial stages, when advertisements will only run on high-profile content such as sports or other entertainment events. Yes, we're the camera generation and this move will further help move the needle for the said trend.