By Sahil Patel
Facebook is not the only social network seeking some of the billions advertisers currently devote to TV advertising. Twitter is testing a new video-ad program that would allow advertisers to directly distribute videos directly within the feed.
Building on the company’s Twitter Amplify program, brands can now use the Promoted Video product to upload, distribute, and promote high-quality content. The ads will also come with a set of analytics, allowing advertisers to measure performance via metrics like completion rates and a breakout of organic versus paid video views.
To make campaigning easier, Twitter said it’s offering a new cost-per-view buying model, which will only charge advertisers when a user starts playing a video. This is an important distinction, as unlike Facebook’s auto-play videos, a Promoted Video will only play when a user clicks on it.
Twitter is hopeful about the product, claiming that earlier testing of a new Twitter Video Card proved that tweets containing native videos (as opposed to embedded clips) generate better views and engagement.
This native video solution will also be made available to a select group of publishers and verified users, with the ultimate goal of bringing more video content in front of Twitter users.