ID&T and Twitter conclude strategic content partnership

The ID&T group, which covers a number of electronic music festivals such as MysterylandSensationDefqon.1Decibel OutdoorAmsterdam Open Air and Awakenings, has announced a content distribution partnership with Twitter around these events. Premium video content surrounding events is watched by millions of young people and this plays an increasingly important role in the media landscape.

This collaboration offers brands the opportunity to connect in a distinctive way to premium video content around all the highlights of trendsetting dance music festivals. Through Twitter In-Stream Video Sponsorships, advertisers will receive customized packages including pre-roll ads before video clips and branded content opportunities.

Martijn van Daalen (Chief Commercial Officer ID&T): “ The partnership with Twitter fits in seamlessly with ID&T’s strategy to surprise young people with unique events and online experiences, offering brands the opportunity to connect with this world of experience. We are looking forward to further optimize our online video content with the expertise and extensive network of Twitter.”

ID&T and Twitter emphasize that they will only focus on brands that have a brand fit with the specific events and are of added value for the fans of ID&T. Given the existing partnership with ID&T and the focus on festivals and music, Desperados is therefore a logical choice as the first brand to commit to the ID&T video content on Twitter through the official Beyond Sensation trailer: trailer Beyond Sensation.

“We’re happy to partner with ID&T to offer premium video content to the dance community on Twitter and fuel even more conversation on the service,” says Barry Collins, Senior Director, Twitter Client Solutions. “For marketers, aligning with this content on Twitter allows brands to be culturally relevant and reach the most valuable audience when they’re most receptive.”

In-stream video
Many brands and organizations are increasingly looking for high quality online video inventory, in which brand safety and contextual relevance are crucial conditions for achieving brand KPIs such as a significant increase in brand awareness and brand association that reflects an increased degree of brand preference and purchase intent. The effectiveness of “Twitter In-Stream Video Ads” has been proven. U.S. Nielsen Brand Effect research shows that people who have seen In-Stream Video Ads on Twitter:
– are 70% more likely to remember the brand’s ad;
– are 28% more familiar with the advertiser’s brand
– had a 6% higher purchase intent (vs. those who are not exposed to video ads)

ID&T was established in 1992 and organizes around 80 events a year.  Part of the ID&T group are companies including b2s, ID&T Events, Q-Dance, Monumental (Awakenings), Air Events, Art of Dance and VD Events and events such as Mysterland, Amsterdam Open Air, Milkshake, Vunzige Deuntjes, Milkshake, Thunderdome, Defqon.1, Weekend Festival, Awakenings, Decibel Outdoor, and Masters of Hardcore.  ID&T reaches roughly 1.5 million visitors a year with her events.  Part of the ID&T group are also Platinum Agency and Most Wanted DJ-Agency, the two biggest hard dance agencies in the world, and management company Headliner Entertainment.

ABOUT Twitter, Inc. (NYSE: TWTR)

Twitter is what’s happening in the world and what people are talking about right now. From breaking news and entertainment to sports, politics, and everyday interests, see every side of the story. Join the open conversation. Watch live-streaming events. Available in more than 40 languages around the world, the service can be accessed via, an array of mobile devices, and SMS. For more information, please visit, follow @Twitter, and download both the Twitter and Periscope apps at and

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