Twitter can now give B2B brands deeper data insights into video ad effectiveness and will soon provide enhanced video images via a new partnership and an acquisition.
First up: Twitter has teamed with video marketing platform Innovid to supply advertisers with more data analytics and tools designed to help gauge how well videos perform across desktop and mobile.
B2B marketers leveraging Innovid’s platform will now be able to access detailed metrics about Twitter video ad campaigns, including-video views, viewability, engagement and time spent.
“Twitter has always offered marketers the ability to reach a highly engaged audience with influence, and now, as a result of our partnership, those same marketers leveraging video can access detailed analytics to learn how well those ads are performing at the most granular level,” said Tal Chalozin, co-founder and CTO at Innovid.
Separately, Twitter announced that it acquired Magic Pony Technology, a London-based machine-learning startup that specializes in video visual processing. The company’s technology could be used to clear up live video broadcasts on Periscope, for example, or sharpen and enhance low-res images and videos on the microblogging platform.
“Magic Pony’s technology – based on research by the team to create algorithms that can understand the features of imagery – will be used to enhance our strength in live and video and opens up a whole lot of exciting creative possibilities for Twitter,” said Jack Dorsey, CEO and cofounder of Twitter.
Financial terms of the deal were not disclosed.
The announcements—which come on the heels of recent news about expanded VAST-compliant video ad capabilities and new automation tools available to marketers via Twitter Ads’ API partners—highlight Twitter’s major focus on video. Last year, the company also jumped onto the autoplay bandwagon, promising advertisers 100 percent viewability standards.
Twitters efforts to beef up its video capabilities should be welcome news to B2B marketers; according to the Content Marketing Institute, video is one of the most popular types of content deployed by B2B marketers, while Twitter is one of the most-used social platforms. The organization’s most recent benchmarks indicate that 79 percent of B2B marketers leverage video, and 87 percent use Twitter.
