Twitter launches 'in-feed' video ads to rival Facebook

In a bid to take on arch rival Facebook, Twitter has finally announced the beta launch of in-feed video ads, called Promoted Video. The beta launch has been announced after months of experiments and feedback from users and brands, the social network said.

“Promoted Video builds upon the Twitter Amplify programme, and brings a new set of video tools to high-quality content producers. By using Promoted Video, it’s easy for brands to upload and distribute video on Twitter, and to measure the reach and effectiveness of this content,” David Regan, senior product manager, TV and Video, Twitter explained in a blogpost.
[caption id=“attachment_73766” align=“alignleft” width=“380”]  Representational Image. Reuters[/caption]
The new ad type will charge advertisers on a cost-per-view model – which means advertisers only get charged when a user starts playing the video.

Additionally, advertisers using Promoted Video have access to “robust” video analytics, including completion percentage and a breakout of organic vs. paid video views.

Twitter’s video ad launch comes too late compared to rivals Facebook and Instagram, as both the social networking platforms had already launched auto-play video ads last year.

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However, Twitter expects a lucrative revenue stream through its new ad type – Promoted Video.

“In addition to the improvements we’ve made to the advertiser experience, we’re excited to share that we’ve expanded the tests of our native video solution with select content publishers and verified users. The overall goal is to bring more video into our users’ timelines to create a richer and more engaging Twitter,” Regan added.