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After quietly testing in-stream video ads with UK media brands since summer, Twitter is expected to formally announce their wide availability in the country at this week’s IAB Digital Upfronts, according to Campaign.
Twitter’s potential unveiling might help to further drive up steadily rising digital video ad investment in the UK.
According to figures from the Internet Advertising Bureau UK (IAB UK) and PwC, video was the fastest-growing digital ad format in the country last year, with expenditures up 56% year over year to £1.09 billion ($1.47 billion), equating to 29% of total digital display ad spending.
eMarketer expects that UK digital video ad spending will expand by 38.9% in 2017 to hit $2.05 billion, and will rise by double-digit rates annually through 2021.
Twitter’s move also has the potential to help shore up in-stream video’s slipping share of overall video ad spend in the UK. Last year, in-stream ads’ share dropped to 55%, down from 77% in 2015. Meanwhile, spending on outstream and social in-feed ads ballooned to £465 million ($628 million) in 2016, accounting for 43% of video ad outlays, according to IAB UK and PwC.
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