Twitter on Tuesday rolled out its new advertising program in beta that embeds “Promoted Videos” to users’ tweet streams.
The new promoted video advertising program will let brands upload and distribute their videos to the Twitter network.
Product manager David Regan in a blog post said using ‘Promoted Video,’ brands will be able to upload and distribute video on Twitter as well as measure the reach and effectiveness of their content.
Regan said that the beta has been launched after months of experiments and feedback from users and brands. Twitter found that tweets containing native Twitter video generated better engagement and more views.
The micro-blogging giant will offer the promoted video advertising program based on a “cost per view” model which means advertisers will be charged only when a user starts playing the video. Unlike Facebook, Twitter’s video ads will not play automatically until a user clicks on them.
Build upon the company’s Amplify program, the video ads will let selected partners like the BBC, McDonald’s and Viacom post their own video coupled with advertising content.
Furthermore, advertisers will also have access to robust video analytics which will let them know how many people viewed the entire video, Regan said.
According to research firm eMarketer, Twitter accounted for 0.5 percent of global digital ad revenues last year. The same is expected to go up to 0.8 percent this year, as digital ad spending increases to USD 140.15 billion.
Twitter recently revealed that it currently has 271 million monthly active users, up 24 percent as compared to the same period a year earlier.
