Twitter Extends In-Stream Video Ads and Sponsorships to Include K-Pop Content Worldwide

  • Inserting
    a pre-roll video ad in front of premium video content such as K-Pop artists,
    variety show, and 'Twitter Blueroom'
  • Focus
    on supplying K-Pop video content and provide marketing opportunities for any
    brand targeting a young, high-engagement consumer audience around the world


SEOUL, KOREA - Media OutReach - 1 February 2019 - Twitter is the best place for fans
all over the world to find out and talk about what's happening in the K-Pop
world in real-time. Last year, the most Tweeted personality on a global scale
was K-Pop band BTS (@BTS_twt). There were also 56
million Tweets worldwide related to "2018MAMA" in December 2018, which is the
biggest K-Pop award ceremony every year. Additionally, the live Twitter
Blueroom for K-Pop band EXO (@weareoneEXO) in November
2018 was watched by 1.5 million people, setting the record for the most watched
K-Pop #TwitterBlueroom


With K-Pop being
one of the top global conversation drivers on Twitter, the platform has now
extended its In-Stream Video Ads to K-Pop content. This will allow brands
around the world to now run pre-roll video ads targeted at users who watch
K-Pop content on the platform. Aside from increasing the profit of video
content copyright holders on Twitter, it also enables brand advertisers to
easily reach a young, high-engagement consumer audience who wants to support
their favourite K-Pop bands by watching related videos on Twitter.


To further provide
advertisers a chance to maximise their campaign efforts, the platform also
extended In-Stream Videos Sponsorships to exclusive Twitter-produced K-Pop
content, allowing brands to insert pre-roll ads into video highlights of K-Pop #TwitterBluerooms.
These exclusive live Q&A sessions on Twitter with over 200 K-Pop artistes
and their fans have established engaging conversations worldwide, with an
average of 1 million viewership for each K-pop #TwitterBluerooms
in 2018.
For example,
in December 2018, LG U+ was the first brand to work with Twitter on this new
advertising tool. Through the first sponsored Twitter K-pop Blueroom, LG U+
introduced their new performance video platform, U+ Idol Live, on a
global scale to K-pop fans, accumulating up to 1 million views.


Both In-Stream
Video Ads and In-Stream Video Sponsorships will also allow brand advertisers to
complement traditional advertising efforts through a synergistic effect with
digital video advertising. In addition, there are no regional restrictions,
allowing global brands to reach Kpop fans on Twitter in as many as 22 markets
including: Australia, Brazil, Canada, Egypt, France, India, Indonesia, Japan,
Korea, Kuwait, Lebanon, Malaysia, Mexico, Philippines, Qatar, Saudi Arabia,
Singapore, Spain, Thailand, UK, United Arab Emirates and US. Twitter plans to
continue to expand the available countries of this service.


Video Ads and Sponsorships for K-Pop content will be the new marketing
opportunity for brand advertisers to target young, high-engagement consumer audiences
in the global market," said Yeonjeong Kim, Head of Global Content
Partnerships in Twitter Korea. "In particular, we will focus on providing
live #TwitterBluerooms,
behind the scenes of K-Pop artists as well as K-Pop music content that has
strong entertainment value and high cultural influential power on


So far, Twitter Korea has partnered with the following
to provide premium video content related to
K-Pop music and K-Pop artists on Twitter:


  • Arirang
    International Broadcasting (@arirangworld, @_Simplykpop, @arirang_ASC,@aplus_arirang, @arirangtvnews)
  • DSP
    Media (@APRIL_DSPmedia, @KARD_Official)
  • Fantagio
    Music (@offclASTRO, @WekiMeki, @offclastroASTRO, @fantagiomusic_)
  • FNC
    Entertainment (@SF9official, @NFlyingofficial, @cherrybullet, @FNC_ENT)
  • JellyFish
    Entertainment (@gu9udan, @the_verivery, @RealVIXX, @jellyfish_ent)
  • Korea
    Herald (@Kpop_Herald)
  • Plan
    A Entertainment (@Apink_2011@VICTON1109@PlanA_2011)
  • RBW
    (@rbw_mamamo, @official_ONEUS)
  • SBS
  • Source
    Music (@gfrdofficial, @SOURCEMUSIC)
  • Starship
    Entertainment (@OfficialMonstaX, @WJSN_Cosmic, @official_soyou, @[email protected])
  • ThisIsGame
  • WM
    Entertainment (@8_OHMYGIRL, @OHMYGIRLJAPAN, @WM_ONOFF, @_B1A4OFFICIAL,@WM_ent)
  • Woollim
    Entertainment (@Official_GNCD, @Official_IFNT, @Official_LVLZ, @woollim_ent)

On the other hand,
Nielsen Brand Effect Data (2017.11-2018.04) found that people who have viewed
In-Stream Video Ads on Twitter showed 60% more 'Ad Recall', 30% more 'Brand
Awareness', and 5% more 'Purchase Intent', compared to those who were not
exposed to the Ads.


Example Tweet for K-Pop Twitter In-Stream Video Ads


Embeddable Tweet:



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