Twitter Social Media Marketing: Pre-​Roll Video Ads

Twitter social media marketing has stepped up since Twitter made some big changes to the pre-​roll video ad portion of its marketing efforts. Now, pre-​roll videos, "can run for up to 30 seconds and longer, a big jump from the six-​second standard it first adopted," writes Garett Sloane in a recent article for DigiDay. "The longer ads also come with an immediate skip option so as to limit the potential fallout from haters of pre-​roll video. They are shown ahead of videos that media partners post as part of the over two-​year-​old Amplify program, in which ad revenue is split between the content creators and Twitter."

Twitter Social Media Marketing: Pre-​Roll Video Ads

This change could influence more advertisers to take advantage of pre-​roll video Twitter social media marketing. Before, they could only make six-​second video ads. 30 seconds is the industry norm across TV advertisements and other forms of video, though, so it will be easy to convert them for Twitter use.

The Twitter social media marketing pre-​roll video ads won't have to run for the full 30 seconds. The ads can still be as short as marketers want, but the increased time allows advertisers more wiggle room in the creation process.

Twitter is trying to build its ad network that lets brands throw videos in front of premium content,” said Jason Stein, CEO of Laundry Service. “They accepted the idea of disrupting the user experience to help publishers monetize and help advertisers reach more people.”

70% of the ad revenue generated by these pre-​roll video ads go to the creators of the ads. Twitter gets a 30% share of the profits from these Twitter social media marketing efforts. That is currently a better percentage in the creators' favor than what is offered by other social media networks such as Facebook or YouTube. "The generous terms are meant to draw more quality video content to the service," writes Sloane, "and some partners said they are seeing success there."

It’s going to become a bigger part of the mix over time,” said Pete Stein, general manager of the brand group at Fullscreen. “That assumes Twitter continues to scale and continues to connect with audiences that are following our creators on YouTube.”

Your clients may be concerned about the fact that Twitters 320 million monthly users don't reach as high of a count as those of Facebook or YouTube. However, Twitter social media marketing in the form of pre-​roll video ads has proven to be more fruitful for advertisers than other social networks. “Influencer video content on Twitter has a higher completion rate and more engagement than other platforms,” Stein said.

According to AudienceSCAN, 29% of consumers have participated (viewed, commented, posted to) on Twitter in the past 30 days. So, these ads are worthwhile to your clients! 31% of Twitter Users drive sedans, so local auto dealers should take advantage of these longer ads. Twitter followers are 66% more likely than average to attend film festivals, which means your theaters can highlight film clips in ads. Another 19% of tweeters set personal goals to learn a new career skill this year – your advertisers can help them achieve their goals! In the past month, 34% of Twitter Users took action after seeing an ad on a social network.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.