Wooing
brands with the promise of better engagement and greater accountability, Twitter is now testing a performance-based Promoted Video program.
Part of Twitter’s Amplify program, Promoted Video
equals easier uploading, distribution and measurement of video on Twitter, according to David Regan, a senior product manager in Twitter’s TV and Video department.
“We now offer
advertisers the ability to run ads with a new Cost Per View (CPV) ad buying model,” Regan explained in a Tuesday blog post. “This means advertisers only get charged when a users starts
playing the video.”
Brands using Promoted Video have access to various video analytics, including completion percentage, and a breakout of organic video views compared to paid views.
Twitter has also expanded tests of its native video solution with select content publishers and verified users -- the names of which Regan declined to share on Tuesday.
The beta launch
follows tests of a new Twitter Video Card, which the company hoped would streamline video playback by adding a one-tap viewing experience to users’ Twitter timelines. Conducted earlier this
year, the tests showed that tweets containing native Twitter video generated better engagement and more video views, according to internal measurements.
While user engagement and growth remain
concerns for investors, Twitter’s advertising and media strategies appear to be thriving. Last month, the micro-blogging leader reported second-quarter results that safely exceeded Wall Street
expectations. Indeed, revenue soared 124% to $312 million, while monthly active users increased 24% to 271 million.
During the second quarter, ad revenue grew 129% from a year ago to $277
million, while mobile ads accounted for 81% of the total.
Strengthening its media ties, Twitter recently agreed to buy SnappyTV, which powers a popular platform for the live-clipping, editing
and distribution of video across the Web. The service was already a go-to for many of Twitter’s brand and media partners via its Amplify ad program, Baljeet Singh, director of product management
at Twitter, said at the time of Snapp’s acquisition.
The investment tied into Twitter's efforts to drive TV viewership -- an area in which the company claims to specialize.
Industrywide, Twitter accounted for 0.5% of global digital ad revenues in 2013, according to eMarketer -- a figure the research firm expects to increase to 0.8%, this year.
Stateside,
eMarketer estimates that digital advertising will reach $50.71 billion in 2014, with Twitter taking a 1.5% share -- up from its 1% share, last year.
Beyond Regan's blog post, Twitter declined
to discuss the Promoted Video program, on Tuesday.