Social media platform Twitter plans to launch in-stream video ads around premium content in the UK following three months of testing involving more than 260 publisher accounts, including Sky, several Premier League clubs, Bauer and Bloomberg. Twitter first launched in-stream video ads in the US in April this year as it ramped up its investment in video and content. The move is part of a wider push by social networks such as Facebook and YouTube into live TV advertising that has seen them spend billions on new shows this year. Lucy O’Dwyer, Twitter’s head of video solutions for Europe, the Middle East and Africa, said in-stream ads offered brands the chance to "align with brand-safe broadcast and publisher video at real scale".
Social media platform Twitter plans to launch in-stream video ads around premium content in the UK following three months of testing involving more than 260 publisher accounts, including Sky, several Premier League clubs, Bauer and Bloomberg. The move is part of a wider push by social networks such as Facebook and YouTube into live TV advertising that has seen them spend billions on new shows this year. Lucy O’Dwyer, Twitter’s head of video solutions for Europe, the Middle East and Africa, said in-stream ads offered brands the chance to "align with brand-safe broadcast and publisher video at real scale".