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Amplify Video Advertising

Twitter makes it easier for Amplify video advertisers to hook up with publishers

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By John McCarthy, Opinion Editor

October 9, 2015 | 2 min read

Twitter has made it easy for advertisers to benefit from the symbiotic brand/publisher relationship executed in its Twitter Amplify partnership scheme.

Amplify, launched in May 2013, offers advertisers the chance to sponsor high demand video clips from top publishers. The crux was they had to source their own partners for the pre or post roll ads - some examples being Comparethemarket.com (with ITV), Stella Artois (with Wimbledon) and Samsung (Oscars selfies).

Now, Twitter’s made the process easier. A sweeping update to the product sees advertisers select video categories they want their ads to connect with.

From here Twitter will source appropriate publishers and content for the ads, bringing the product more in line with the social network’s real-time nature.

David Regan, senior product manager at Twitter, said: “With this new offering, it’s never been easier to monetize and sponsor videos on Twitter. Publishers simply upload their videos to video.twitter.com to start monetizing their content, and are then paid the majority of the ad revenue through automated rev-share payments.

“Advertisers can select categories of video content they want to run pre-roll with and can layer on additional audience targeting. Then, our technology dynamically inserts their pre-roll ads into the most relevant videos being watched by their target audience.”

The initiative is currently in beta in the US, no news yet on a worldwide roll-out.

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