Twitch Rolls Out ‘Multiplayer Ads,' A New Interactive Ad Format That Helps Creators Monetize
Source: Twitch
Twitch has started to roll out a new interactive ad format called Multiplayer Ads in closed beta.
📢 We're excited to introduce a new ads format called Multiplayer Ads! Creators can run these ads which will:
— Twitch Support (@TwitchSupport) November 17, 2020
• Count toward disabling pre-rolls
• Result in Twitch awarded Bits to the Creator based on poll interaction
📚 https://t.co/lfyU5sp3Dg pic.twitter.com/yIb9j0dIaU
With Multiplayer Ads, creators can show the same ad to a majority of their viewers simultaneously. Following the ads, viewers can vote in real-time through an interactive poll. And for every vote that occurs, creators will be rewarded Bits, a form of virtual currency, from Twitch.
Source: Twitch
Eligible creators can serve Multiplayer Ads by clicking the run ad quick action button in the Creator Dashboard. When they serve these types of ads, they will see a poll in their Creator Dashboard.
Insights & Analysis:
Throughout the year, Twitch has experimented with various ad formats, including automatic mid-roll ads. These experiments and Twitch's current way of serving ads to viewers by targetting traditionally haven't been well received by creators. In most cases, creators see these ads as somewhat intrusive since they have little control over them and lacking true value due to low CPMs.
On the other hand, Multiplayer Ads seem to be more beneficial to creators. They further create a shared experience between creators and their viewers, which is an important aspect of Twich. It also seems to be something that platform is looking to increase. For example, it recently did a global rollout of ’Watch Parties’, enabling creators and their fans to connect by watching movies and shows together.
Along with this, Multiplayer Ads have the potential to be more lucrative for creators. According to The Verge, "multiple ads are additive to traditional CPMs so running these ads will pay out twice."
In all, Multiplayer Ads give creators a bit more control over the ad experience for their viewers and, maybe more important, a new way to monetize.
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SOURCE: Twitch
