Publishers can simply upload and publish their content through Twitter‘s video dashboard and begin collecting revenue immediately as ads are automatically placed before it. Publishers need only check a box, said Baljeet Singh, senior product director at Twitter.
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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. However, according to Variety, none of these publishers could run pre-roll or post-roll video ads on these Amplify-based video tweets unless they previously had deals set up with an advertiser. Twitter is now expanding the program to a beta test in the U.S.so that any publisher can make money off their videos with preroll ads. Google’s site keeps 45 percent of the revenue from ads it sells; people familiar with Twitter’s plans say it will only take 30 percent of ad sales.
The expanded Twitter Amplify ad-buying program is available initially only in the USA, with plans to roll it out globally in the future.
More precisely: Twitter is adopting YouTube’s video advertising approach.
Twitter said more than 50 media companies, TV networks and publishers have already joined the new Amplify program, including: Fox Broadcasting, MTV, Univision, Food Network, Vox Media, Maker Studios, Fullscreen, BuzzFeed, Time Inc. and WWE.
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This isn’t just about making the process easier for advertisers – it also gives publishers a monetary incentive to share their video clips on Twitter. 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.
