Recently, Twitter announced it will shutter Vine, the looping video platform it acquired in 2012. In some ways, Vine paved the way for today’s mobile-first social video ecosystem. But short-form video loops proved difficult to monetize. As mobile data caps loosened, and other platforms rolled out innovative new mobile video features, especially Snapchat’s custom lenses, vertical video and snackable content, Vine’s user growth stalled and top creators migrated elsewhere.
But despite the decision to ax Vine, the future of Twitter is in video.
Twitter is where people turn to take the pulse of events as they unfold, from live TV shows to breaking news. The immediacy of Twitter makes it a natural fit for livestreaming, and an ideal companion to linear TV. Advertisers can complement their TV spend with a Promoted Video campaign, using Twitter’s real-time targeting to reach users already exposed to a brand’s on-air ads. 87% of consumers use a second screen device while viewing television1, and 93% of Twitter views occur on mobile2 — this user behavior unlocks significant opportunity for brands to use timely mobile video ads to connect with their audience. As the holiday season approaches, brands should think about targeting Twitter users that engage with seasonal televised events like the Macy’s Day Parade. Twitter’s community targeting feature also enables advertisers to target the followers of a specific user (like a relevant celebrity or competing brand). This provides a unique avenue for brands trying to reach specific audience groups to coincide with Black Friday or Cyber Monday promotions.
Twitter also recently updated its OTT app for Apple TV, Amazon Fire TV, and Xbox One. The platform is focused on sharing premium livestreamed content from partners like the MLB, NHL, and Bloomberg alongside a timeline of relevant tweets. eMarketer forecasts that by 2019, 60% of the US will be viewing video content via OTT, streaming sticks, and set-top box devices3. Twitter’s aggressive pursual of live video is showing results, attracting up to 17.5 million unique viewers for its NFL games, and 66.5 million viewers for the third presidential debate. So far, Twitter has monetized its high-profile content with in-stream ads against live broadcasts, pre-roll ads before broadcast highlights, and brand sponsorship of livestream broadcasts in Twitter’s Periscope.
Whether as a second-screen companion to linear TV advertising, or through livestreaming, Twitter’s video ad products continue to offer unique ways to reach and engage an active audience. So in 2017, will you extend the impact of your media mix with a targeted Twitter video ad campaign?
Want to learn more? Contact us today to find out how Pixability’s technology can help your Twitter video campaigns connect with the right audience.
1. Accenture, “Digital Video and the Connected Consumer.” April 2015. ?
2. Adweek, “Infographic: Latest Twitter Study Sheds Light on Just How Well Video Is Doing.” September 2016. ?
3. eMarketer. “Connected TV Usage: Digital Content Gives the ‘First Screen’ New Life.” November 2015. ?