Twitter has often been criticized for not innovating enough in terms of both its advertising and analytics options. But with the announcement of new partnerships with Moat and Integral Ad Science (IAS), the social media giant is looking to enhance the insights provided to advertisers on their Twitter video ads.
The partnership with Moat has already yielded interesting results, with the ad measurement company calculating that 99% of Twitter’s video ads are viewed by humans, an important insight when video metrics on other networks are garnering further scrutiny.
Twitter also announced that it is going to expand its existing partnerships with Nielsen and comScore, both reputable sources for benchmarks and industry insights. Ivan Santana, Group Product Manager of Revenue at Twitter, stated that “using Nielsen Digital Ad Ratings and comScore validated Campaign Essentials (vCE), will allow marketers to measure whether their Twitter ads were delivered to the audience they intended to reach.”
Although no new product advertising product or innovation has been announced yet by Twitter, ecommerce companies who have had previous success driving conversions on Twitter should take note. Crucially, these partnerships should allow marketers to better determine the impact of their video marketing efforts.