Twitter has introduced promoted video ads in beta, will function on the Cost Per View model.
Twitter is currently in the process of testing promoted video ads in beta. It is called Twitter Promoted Video and is a part of the Twitter Amplify advertising initiative that was launched earlier this year. The microblogging website is trying to increase its advertising revenue, something the company has not ventured into previously.
The promoted video ads that show on the site will not play automatically, they will require the user to click on play to view the ad. The new advertising initiative will function on the Cost Per View (CPV) model which means that Twitter will only charge the advertiser for every time a user has played the video ad. Along with this, they will also provide advertisers with a special analytics tools for tracking their ads.
Twitter’s TV and video Product Manager David Regan said, “Video is an incredible storytelling medium and we’re thrilled to be giving brands, publishers and a subset of verified users the ability to share organic and Promoted Video on Twitter.”
Video has always been a very engaging medium and this move by Twitter will create better user engagement with advertisers.
The $23 billion company has 270 million active users currently and the company went public in November 2013. Since then, the microblogging giant has been stepping up its efforts to gain more advertising revenue.