Twitter launches in-stream video ads in India with three advertisers on-board
MUMBAI: Twitter has partnered with TV and online media platforms to launch In-Stream Video Ads to marketers in India. The social media platform has roped in Amazon, Maruti, and Motorola as first brand partners for In-Stream Video Ads launch in India. These brands will showcase 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.
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.
Twitter India head of video solutions Soumya Parmar said, “Twitter hosts premium video content from 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 hand picked partners, ensuring brand safety for our advertisers.”
Lenovo MBG, Motorola Mobility marketing head Rachna Lather 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 Maruti Suzuki India VP marketing Vinay Pant.
With Times Network being listed as one of the publishers, Times Network Senior VP and Head, Corporate Strategy and Business Development Jignesh Kenia 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.”