Twitter allows users to more easily find live broadcasts from the accounts they follow, while offering advertisers who broadcast video ad campaigns real estate streams the opportunity to stream video content on the app.
Announced via a tweet yesterday, the company announced that it would implement data streams from accounts tracked on a user's calendar.
We facilitate the search and broadcast of live programs. Now, when the accounts you follow go live, the feed will appear at the top of your calendar.
Breaking news, your favorite personalities and sporting events not to be missed. Deployment now on iOS and Android. pic.twitter.com/gka2NDHGDX
– Twitter (@Twitter) September 13, 2018
Twitter has opened streaming video ads on video clips and live streaming content in April 2017 . Initially, the company advertised only to advertisers who had been whitelisted via the Twitter Amplify platform. In-stream video ads were broadcast in video content from Amplify's publishing partners, a list of major sports networks, television networks and publishing outlets.
In of June of this year Twitter was streaming video advertisements available to all advertisers by making the ad block available for purchase in its free advertising tool -service.
At the time, Twitter was referring to a Nielsen Brand Effect report that showed that Twitter users exposed to in-stream video ads were 70% more likely to remember an ad from brand and 28% more did not see the in-stream announcement. The data also revealed a higher purchase intent of six percent for users who viewed in-stream video ads.
The main goals of Twitter in recent months have been the health of its platform and the electoral integrity of – but video is more than just a failure. Earlier this year, the company said that video advertising accounted for more than half of its advertising revenue for the T1 . Of the $ 575 million generated by advertising, $ 288 million was attributed to video ads.
About the author
Amy Gesenhues is the Third Door Media generalist, covering the latest news and updates for land and search engine marketing. From 2009 to 2012, she was an award-winning syndicated columnist for several dailies in New York, Texas. With over ten years of experience in marketing management, she has contributed to various traditional and online publications, including MarketingProfs.com SoftwareCEO.com and the magazine Sales and Marketing Management. Read more articles from Amy.