Twitter Brings More Video Ads to User Feeds13 Aug, 2014 By: Chris Tribbey
Twitter users will soon see promoted video ads in their feeds, the company announced Aug. 12.
Before launching the beta tests of “promoted video” in users’ feeds, Twitter tested the idea for several months and got feedback from both users and advertisers, according to David Regan, senior product manager of TV and video for Twitter.
“Earlier this year, we began testing a new Twitter Video Card that streamlines video playback and brings a one-tap viewing experience in our users’ timelines,” he wrote in a blog post. “These tests have shown that Tweets containing native Twitter video generate better engagement and more video views than before.”
Building off Twitter’s Amplify video ad program, the new product will make it “easy for brands to upload and distribute video on Twitter, and to measure the reach and effectiveness of this content,” Regan wrote.
Twitter will offer advertisers the ability to run ads on a cost-per-view model, where advertisers are only charged when a users actually plays a video.
“In addition to the improvements we’ve made to the advertiser experience, we’re excited to share that we’ve expanded the tests of our native video solution with select content publishers and verified users,” Regan wrote. “The overall goal is to bring more video into our users’ timelines to create a richer and more engaging Twitter.”