How Have Twitter In-Stream Video Ads Been Performing?

A study by Publicis Media and Kantar Millward Brown showed a strong impact on ad recall, brand favorability and purchase intent


Twitter introduced in-stream video ads in April, and one of its first beta partners in the initiative, Publicis Media, teamed up with consulting and research firm Kantar Millward Brown to study the effectiveness of those ads.

Kantar Millward Brown recruited Twitter users between the ages of 18 and 54 who used the social network at least monthly and were interested in the brand categories being tested to research labs throughout the U.S., “seamlessly” inserting the ads into their Twitter feeds and having them respond to long-form surveys afterward.

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