Twitter has debuted Promoted Videos that will enable advertisers to upload videos and track user engagement. The micro blogging site is offering advertisers a new Cost Per View (CPV) ad buying model, which means they only get charged when a user starts playing the video ad in question.
“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,”
posted David Regan, senior product manager of TV and video at Twitter, in a blog post.
Twitter says the Promoted Videos feature is an expansion to its Twitter Amplify program. Brand marketers can also analyze the impact of their campaigns with metrics such as completion percentage and whether organic videos outperformed paid efforts or vice-versa. Promoted Video ads follows the Twitter Video Card tests the company started experimenting with earlier this year. Twitter said that Promoted Video testers will also receive access to video analytics, including completion percentage and a breakout of organic versus paid video views.
The micro-blogging site already has Promoted Tweets and the addition of Promoted videos will help it garner some advertising revenues. Twitter also says that another goal of Promoted videos is to bring more video into users’ timelines to create a richer and more engaging experience.