Twitter releases 'Promoted Video' beta to help boost brand video content
Twitter today announced that it will commence testing a new ad feature called “Promoted Video” in a bid to help brands publish video content on the social network.
This news comes as Twitter admits its has to improve advertising
The social media giant first announced its intention to beta test the video ad platform last month, when chief finance officer Anthony Noto said it would help brands with their content distribution by providing a tool to upload, share and “measure the distribution effectiveness of their video content on Twitter.”
The move shows Twitter’s willingness to adapt to suit a changing digital landscape where advertisers expect more from social media sites. Now, smaller content producers will be able to share promoted content on the site without first signing major deals with the company.
Previously, larger brands, including the BBC and ITV, advertised video using the Ampify system which saw the social media platform promote partners' short-form video ads.
A Twitter spokesperson said: “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.
“In the spirit of making campaign setup easier, we now offer advertisers the ability to run ads with a new Cost Per View (CPV) ad buying model. This means advertisers only get charged when a user starts playing the video.
It added: “Additionally, advertisers using Promoted Video have access to robust video analytics, including completion percentage and a breakout of organic versus paid video views.”
This comes after the social network today admitted that 8.5 per cent of its user accounts are bots.