Twitter doesn’t have anything like the volume of video that YouTube does, but it will try to entice video makers to get more up there by offering more attractive terms than YouTube.
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With the Custom program, video content is distributed via Promoted Tweets.
Regan said that Twitter is already home to video highlights from over 200 of the world’s top TV networks, sports leagues and digital publishers, including NFL and the Super Bowl, VMA red carpet moments from MTV, and Fox Soccer.
Now, under the expanded Amplify program, Twitter has opened up the ability for all its publishers and content partners to monetize their video content with six-second pre-roll ads through Twitter’s ad-buying and targeting technology.
The San Francisco company put on a splashy event in New York on Thursday to introduce the new video ad feature to marketers.
The new Amplify program is now in beta testing with a limited set of publishers and advertisers in the United States, with plans to expand globally.
The updated Amplify service lets advertisers run video ads against content automatically, in a “programmatic” fashion, based on preferred content categories.
Twitter is preparing to open up Twitter Amplify to any publisher who wants to make money on the videos it posts to the microblogging site. It now allows publishers to upload video via its Web interface and has simplified ad placement as well as video monetization.
Twitter held the standing-room-only event at Highline Stages in Manhattan’s Meatpacking District in front of an audience largely made up of agency and brand execs. Publishers can opt-in to the program with the click of a button in their settings, while advertisers can select the type of content and demographic they want their ads to run against.
“With this new offering, it’s never been easier to monetise and sponsor videos on Twitter”, Regan said.
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According to Singh, 90% of video views on Twitter are now mobile.
