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Twitter introduces in-stream video ads in MENA



Twitter introduces in-stream video ads in MENA

With 2.15 billion digital video viewers, representing 29 percent of the global population, in 2017, it’s no surprise that advertisers – and publishers – are turning their attention to video offerings.

Now, advertisers in the MENA region can run in-stream video ads on the platform. Twitter’s suite of video ad products consists of:

  • Promoted video
  • In-stream video ads
  • Sponsorships

Twitter’s premium content partners in the region include Rotana, Sayidaty, CNBC Arabia, ON Sport Egypt, CBC Egypt, Layalina and Al Aan TV.

Benjamin Ampen, head of revenue for Twitter in the MENA says, “In-Stream Video Ads enable brands to align their pre-rolls to videos based on audience interest and not specific to an event as is the case with In-Stream Video Sponsorships, which has been successfully rolled out in the region for over a year. Brands now have a suite of ad solutions on Twitter to address to their specific campaign objectives.”

According to a study conducted by Publicis Media and Kantar Millward Brown, Twitter’s in-stream video ads went up against a leading video platform, and the results showed a strong impact on upper-funnel metrics like ad recall, brand favorability, and purchase intent. Twitter outperformed on another important metric: message association. Lastly, tests showed that In-Stream Video Ads are perceived as equally credible and relevant compared to ads on a leading video platform.


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