iProspect, global business performance agency of the Dentsu Aegis Network, is partnering with Twitter to launch the DAN|Twitter Video Studio in North America with planned expansion in key global markets. The initiative will deliver exclusive services to help clients succeed on mobile, in-feed video platforms, at a speed to match the pace of social. Branded content will be aligned with professionally produced video highlights and clips from more than 200 premium video publishers including major TV networks and sports leagues resulting in placements certified to run in a brand-safe environment.
With the success of video in social and its pervasiveness amongst user-generated content, it’s imperative that each advertiser learns what content works best for its unique target audiences, business challenges and objectives. Armed with this knowledge, the advertiser can be confident that all media is running efficiently and as effectively as possible from the outset, thereby maximizing ad spend. Without creative variations and proper testing, not to mention fraud-free environments, this isn’t possible.
“Being able to keep our clients ahead of the pace is crucial to us, and the Twitter Video Studio is a testament to how we work with our partners to deliver best-in-class tools for producing the highest quality content at speed.” Said Misty Locke, Global CMO, iProspect. “Content in today’s crowded streams must be of the highest quality and consistently underpinned by rich insights. Which is why the fact that the studio also certifies that its placements are ran in a fraud free and viewable environment, with MOAT recently certifying that Twitter video ads are 99.6% viewable by humans, was critical for us.”
Aligned around three pillars of ‘Cut’, ‘Create’ and ‘Consult’, the Twitter Video Studio aims to streamline custom video creation and editing. ‘Cut’ delivers custom edits of client collateral at speed, optimizing the content for mobile, in-feed environments. ‘Create’ is a data-driven “made-for-mobile” creative offering using Twitter’s Niche platform that has insights from a panel of Twitter users and leverages their influencer network. ‘Consult’ is a collaboration with Data2Decisions, a sister Dentsu Aegis Network agency, that offers workshops to demonstrate the impact of creative on sales, to help better understand the direct business value of video creative.
“Creative tends to be one of the barriers to entry for our clients when it comes to moving quickly enough to adapt to new formats and opportunities. We see the Twitter Video Studio as a way to not just develop assets that can be leveraged across platforms and channels in the short term, but perhaps more importantly, to develop data-driven learnings about the creative that truly performs best, as well as a process for creating and editing that creative over time. This will allow us to partner with our clients to be more nimble and better take advantage of opportunities and exceed our clients’ goals,” Said Brittany Richter, VP Head of Social Media for iProspect in the US.
Ryan Moore, Global Video and Agency Development, Twitter added, “Dentsu Aegis Network is always pushing us to develop unique approaches that truly benefit their clients. With iProspect’s performance background, we’re excited to partner with them on creative to prove the true business value of running media on Twitter.”