It will now be easier to use Amplify to monetise videos due to a host of new features, including the option of pre-roll ads. “Twitter will essentially need to build a few element that does something different or better than competitors, but that also doesn’t require advertisers to create entirely new assets for Twitter only”.
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David Regan, senior product manager for Twitter’s video team, said that the new offering means that it is easier than ever before for advertisers to push their content across the micro-blogging site.
Twitter just announced an expansion of its Amplify ad program that should make it accessible to more publishers and advertisers.
The BBC understands that the company will take a 30% cut of revenue, with the rest going to publishers who agree to have ads played before their content.
Twitter co-founder Jack Dorsey opened the event detailing the company’s latest ad initiative, and said that it is a “really big week” for all at Twitter. This is similar to the YouTube model, where publishers can monetize much more of their video inventory. The crux was they had to source their own partners for the pre or post roll ads – a few examples being Comparethemarket.com (with ITV), Stella Artois (with Wimbledon) and Samsung (Oscars selfies).
“If a user wants to watch a video they will turn off the ad-blocker”, she said. On the web Twitter now only supports MP4 video formats with H264 formats with AAC audio.
The updated Amplify program is now on a testing mode in United States with limited advertisers and publishers, and has plans to grow globally in future.
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So far Twitter has signed on publishers like Sports Illustrated, WWE, MTV, Buzzed, Fox, the Food Network, amusing Or Die and more. Prior to joining the microblogging platform, Brown spent more than two years at YouTube working in business development for the video sharing giant’s music program before becoming head of music partnerships.
