Bold Content Twitter Offers Promoted Video’s For Advertisers

Want more exposure for your video content?

Twitter might have the answer.

This week Twitter announced that it would be making it easier for advertisers to gain more exposure for their promotional videos. Twitter is currently beta testing promoted video. This beta test enables a limited number of advertisers to introduce native video into users twitter streams. Videos will be visible, but not run, until the user clicks on them.

According to Twitter’s own tests:

 “Tweets containing native Twitter video generate better engagement and more video views”.

How much does it cost?

twitter advertising

Credit: Twitter UK Advertising Blog

Twitter is offering promoted video tweets on a Cost Per View (CPV) model. This means that advertisers are only charged when a user clicks on the video to watch it. If the video appears in a user’s twitter stream but they do not choose to click on the video then the advertiser won’t be charged.

What Else Is Included?

Advertisers will also have access to video analytics. This will show data including the number of users who watched the entire video. There will also be a breakdown of the number of views which resulted from paid compared to organic views.

The Impact Of The Growth Of Mobile

The growth of the mobile web is making video an even more popular format for branded content. According to a recent Nielsen study 80% of Twitter users in the UK access Twitter via their mobile phone. This makes video perfect for creating more engaging content which targets a wider user basis.

Twitter Growing Ad Revenue

For the second quarter of 2014 Twitter reported an increase an ad revenue of $277 million. This was up 23% from the first quarter. In a recent call with investors Twitter CEO Dick Costello announced:

“That growth is primarily driven by higher engagement, which translates into improved ROI for our marketers”

A large component of these record advertising revenues was due to new ad products that were introduced during the World Cup. The introduction of Twitter native promoted video, follows Facebook’s targeted videos which were tested last year on Facebook News Feed.

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