Editor’s note: The following content has been updated for 2018.
A few years ago everyone was watching the release of Twitter’s Promoted Video Platform, which was developed to deliver targeted video ads directly into users’ timelines and streamline their playback into a single-tap experience.
The effort turned out to be a smashing success. In fact, the company claims that videos on Twitter now drive the highest recall and emotional connection on any digital platform. For brands, the Promoted Video Platform provides a number of important benefits, including:
- High engagement and better effectiveness of videos posted to Twitter
- The ability to time video promotion around events such as TV shows
- Better targeting of video pieces to specific audiences
- Increased measurement and advanced metrics
The last point is sometimes overlooked by marketers, but it shouldn’t be. Twitter’s advanced analytics service monitors the performance of each video ad and provides brands with a breakdown of their video completion percentages and organic vs. paid video views. This enables advertisers to tweak their Twitter videos for maximum performance.
In addition to making ads more effective, Twitter’s Promoted Video Platform also makes them more efficient by using a cost-per-view ad-buying model that only charges advertisers when users push play. It’s truly a win-win for most brands.
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Original article from 2014:
Everyone is watching Twitter now that it’s testing a new video-viewing feature called Promoted Video. This new Twitter tool was developed to deliver targeted video ads directly into users’ timelines and streamline their playback into a single-tap experience. While Twitter’s Promoted Video platform is still in beta testing and only a few partners have played with this playback tool, months of their testing and feedback has revealed an increase in the engagement and effectiveness of their videos viewed on Twitter. Forbes.com featured more on how this tool can benefit brands.
This Promoted Video platform follows Twitter’s Amplify program, which enabled brands to set up their digital ad campaigns around specific TV events.
Now, this new platform will allow brands to better circulate video ads on Twitter and then measure the reach and results of their content. Twitter’s advanced analytics service will monitor the performance of each video ad and then provide brands with a breakdown of their video completion percentages and organic vs. paid video views. Then, advertisers can use these analytics to tweak their Twitter video ads for maximum performance.
In addition to making ads more effective, the platform will also make them more efficient by using a cost-per-view ad-buying model that will only charge advertisers when users push play.
This Twitter tool was created to provide advertisers with more engagement, effectiveness, and value for their video ads. But the social media site is also planning to expand the service to select content publishers and verified users as a way to bring more satisfying and shareable video to viewers.
And Twitter is excited to be testing this new platform. According to their blog, “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.”