What Happened
Twitter is teaming up with digital video marketing firm Innovid to provide advertisers with more data on its pre-roll video ads. With this new partnership, marketers buying video ads via Twitter’s Amplify program can now access some advanced metrics, such as completion rates and viewability, to gauge how their pre-roll ads are performing. Innovid’s clients, which include Disney, Mondelez, and Toyota, will also gain access to those detailed stats. The microblogging service introduced pre-roll video ads last October and set a viewability standard of at least three seconds with the videos 100% in view.
What Brands Need To Do
This partnership between Innovid and Twitter is just one of the latest examples of social media companies like Pinterest and Facebook teaming up with third-party ad analytics firms to appeal to advertisers’ demand for better measurements. Snapchat, in particular, forged a partnership with analytics firm Moat to also track the viewability of its video ads. Overall, these partnerships should come as welcome additions for brands as they make advertising on social channels more accountable and transparent.
Source: AdWeek