Twitter launches promoted video feature

Twitter has stepped up its advertising game by offering promoted videos to appear in users’ timelines.
 
The new feature comes after tests showed that native Twitter videos generated greater engagement than ever before.
 
The one-click viewing experience provides easily targeted content to consumers, and the pay-per-click buying model means advertisers are only charged when the video is played; although, Twitter is yet to set playing time limitations.
 
The new feature builds on the Twitter Amplify programme, which allows brands to reach targeted audiences beyond their followers, and provides a new analytics service enabling businesses to measure the reach, effectiveness and cost of their content.
 
David Regan, senior product manager for Twitter TV and Video, said: “The overall goal is to bring more video into our users’ timelines to create a richer and more engaging Twitter.
 
“Video is an incredible storytelling medium and we’re thrilled to be giving brands, publishers and a subset of verified users the ability to share organic and promoted video on Twitter.”