We're announcing the latest updates to pre-roll on Twitter, including the launch of Curated Categories, to better serve our advertisers.
Twitter is where people come to find out what’s happening and share their reactions in real time. Our content partnerships with publishers like FOX Sports, NBCUniversal, Buzzfeed, and Hearst help us to deliver premium video content that reflects what our audience is already passionately talking about and generates new buzz.
With Twitter Amplify, we put brand ads right next to this video content through pre-roll and sponsorship opportunities served in-feed — and it works. We’ve found that ads paired with premium video served in-feed deliver 2.2X brand favorability and 1.7X purchase intent compared to the same ads in a non-feed environment1.
Over the years, we’ve expanded and deepened our content partnerships, collaborating with 200+ publishers to bring more engaging content to people’s timelines. Now, here’s how we’re stepping up to match this momentum with exciting updates to our Twitter Amplify ad offerings:
Against the backdrop of the turbulent events of 2020, we heard from advertisers that they wanted to reach their audiences by aligning with feel-good video content that was bringing much-needed levity and entertainment to the Twitter timeline. It inspired us to reimagine how we could make our content pairing opportunities more dynamic and more flexible to suit advertisers’ changing needs. So, we developed a new, custom ‘light-hearted content’ category for Amplify Pre-roll and we’ve been testing and learning with a handful of new categories ever since.