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Publishers on Twitter can now monetize videos viewed by global audiences

Previously, publishers could only monetize organic video content within their home country feeds.

Amy Gesenhues on October 1, 2018 at 3:35 pm

Twitter is making it possible for publishers to monetize videos viewed by all followers — not just those in their home countries. Previously publishers could only have in-stream ads inserted in videos that displayed to in their home-countries. With this latest update, publishers will be able to monetize their organic video content globally.

Why marketers should care

While this change will increase the opportunity for publishers to generate revenue from their video content outside of their home countries, it will also expand the platform’s video inventory for advertisers. With publishers now able to monetize videos across global markets, Twitter’s in-stream video ad opportunities could grow exponentially.

Dídac Lee, an FC Barcelona board member and head of the club’s digital group, says his organization’s monetized videos have a completion rate beyond the organic average, which translates to more video ads watched to completion.

More on Twitter’s latest video monetization opportunities

Twitter reports that many of the publishers on its platform see up to 60 percent of their audience coming from global markets.
Publishers will have control over which markets they want to monetize within their account and monetization setting (which defaults to their home market only).
As of June, all advertisers can purchase in-stream video ads for the following twelve global markets via Twitter’s self-serve ad platform: Australia, Brazil, Canada, France, India, Japan, Mexico, Saudi Arabia, Spain, United Arab Emirates, the United Kingdom and the United States.

About The Author

Amy Gesenhues

Amy Gesenhues is Third Door Media's General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy's articles.