News

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
ever.

 

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.

 

"In-Stream
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
Twitter."

 

So far, Twitter Korea has partnered with the following
companies 
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
    Plus (@SBSPLUSNOW, @THEKPOP_SBSPLUS)
  • Source
    Music (@gfrdofficial, @SOURCEMUSIC)
  • Starship
    Entertainment (@OfficialMonstaX, @WJSN_Cosmic, @official_soyou, @[email protected])
  • ThisIsGame
    (@thisisgamecom_)
  • 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: https://twitter.com/Kpop_Herald/status/1087633988418600961

 

 

About Twitter

Twitter is
what's happening in the world and what people are talking about right now. From
breaking news and entertainment to sports, politics, and everyday interests,
see every side of the
story. Join the open conversation. Watch live
streaming events. Available in more than 40 languages around the world, the
service can be accessed via
twitter.com, Twitter Lite (mobile.twitter.com), an array of mobile devices, and SMS. For more
information, please visit
about.twitter.com, follow @TwitterSG, and download both the Twitter and Periscope apps at twitter.com/download and periscope.tv.

 

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