Twitter Encourages Advertisers To Run Video Ads

Without the need for formal partnerships, Twitter is now inviting advertisers to automatically run video ads against various content. Taking a page from YouTube, the social giant will now let content creators simply upload their video in order participate in its ad-revenue sharing program.

“Publishers simply upload their videos to video.twitter.com to start monetizing their content and are then paid the majority of the ad revenue through automated rev-share payments,” David Regan, Twitter’s senior product manager of video, explains in a new blog post.

 Video remains a big growth area for Twitter and is key to its broader turnaround effort.

Regan did not disclose the exact revenue split, but sources tell Re/Code that it plans to keep 30% of ad sales, and leave 70% for publishers. By contrast, Google’s YouTube takes 45% of ad revenue, and leaves 55% for content creators.

Under Twitter’s new terms, advertisers can select categories of video content they want to run pre-roll ads with, and then layer on additional audience ad targeting.

From there, Twitter will insert pre-roll ads and share the resulting revenue. The offering builds on Twitter’s Amplify initiative and is now available in beta to select U.S. publishers and advertisers.

Among other efforts, Twitter recently decided to play native videos, Vines and GIFs automatically when users encounter them in their timelines.

For advertisers, Twitter said it would only consider a view to be “chargeable” when a video is 100% in-view on users’ devices and has been watched for at least 3 seconds. 

“We’re putting this standard of 100% viewability in place because we think it’s simply the right thing to do,” Regan said at the time.

 

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