August 13, 2014
Twitter announced yesterday that it has been experimenting with “Promoted Video” ads. The product is basically a video version of Twitter’s Promoted Tweets, which provides advertising that appears in users’ content feed. The video ads are embedded into tweets via the platform’s card technology. The company says it has been testing a new Twitter Video Card since earlier this year “that streamlines video playback and brings a one-tap viewing experience in our users’ timelines.”
“These tests have shown that tweets containing native Twitter video generate better engagement and more video views than before,” Twitter claimed in a blog post yesterday.
“Promoted Video builds upon the Twitter Amplify program, and brings a new set of video tools to high-quality content producers. By using Promoted Video, it’s easy for brands to upload and distribute video on Twitter, and to measure the reach and effectiveness of this content.”
The video clips can run as long as 10 minutes. All the ad revenue from Promoted Videos will go to Twitter.
Facebook introduced video ads late last year, but unlike the Facebook ads, Twitter’s videos will not play automatically. Twitter only gets paid if the user manually presses the play button.
“Video ads could be a potentially lucrative product for Twitter, which began mixing advertisements and video with its Amplify service last year,” reports The Wall Street Journal.
“Amplify lets networks such as the NFL distribute brief video replays of game highlights on Twitter in near-real time, with short ads embedded. Twitter splits the ad revenue with the networks.”