Twitter announced today that it is giving advertisers, brands and publishers more tools to serve video on its network with a beta test of Promoted Video and an expansion of its native video testing.
Twitter is stepping up its video efforts by testing in-feed promoted videos and is expanding the the number of partners and verified users which can trial in-stream video. Video ads are reportedly set to be sold based on cost-per-view. And in a move that is sure to get people talking the social giant is expanding its native video testing.
In March, Twitter launched a test to streamline viewing of videos in user timelines. The experiment, offered to a limited set of partners including the NBA, used Twitter Cards to display native video and give users a one-tap viewing experience. Not surprisingly, Twitter said it has found that such videos are engaged with and viewed more than videos served as a link in tweets.
Twitter hopes to build upon that momentum with Promoted Video, which is also an expansion of its Amplify program. Promoted Video will be sold on a Cost Per View basis; advertisers will only be charged when a user starts playing a video. Advertisers will also have access to “robust video analytics, including completion percentage and a breakout of organic vs. paid video views,” Twitter senior product manager David Regan wrote in a blog post.
Twitter is also expanding its native video testing, “with select content publishers and verified users.”
“The overall goal is to bring more video into our users’ timelines to create a richer and more engaging Twitter,” Regan wrote.