2012 Twitter logo

Twitter has announced today that it is moving forward with its ‘Promoted Video’ ad project. The site has been testing Twitter Video Cards for several months now, and the results show that Tweets containing native video generate better engagement and more video views than other types of ads.

Thus, the company made it official today, saying that it’s going to be performing a public beta test of Promoted Video on Twitter. The goal of the test is to make it easier for brands to upload and distribute video on the social network, and then of course to measure the reach and effectiveness of it all…

Here’s more from Twitter’s blog post:

In the spirit of making campaign setup easier, we now offer advertisers the ability to run ads with a new Cost Per View (CPV) ad buying model. This means advertisers only get charged when a users starts playing the video. Additionally, advertisers using Promoted Video have access to robust video analytics, including completion percentage and a breakout of organic vs. paid video views.

Twitter says its end game is to bring more video into users’ timelines to “create a richer and more engaging” experience, but we’re guessing this is more about the bottom line. While the company did well in its most recent quarter, analysts are still concerned about its long-term ability to make money.

twitter video

Again, the whole thing is still in beta, but expect to start seeing these clips show up in your timelines if you aren’t already. “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.

You can download the official Twitter app for free, here.

  • Tim Farris

    yahoo now we get ads here to i love it Why the heck would i want this this sucks

  • Framboogle

    More ads?

  • Twitter only or these show up in third party Twitter clients too?

    • Matthew Cleveland

      I think it’s Twitter only. The app now has text ads in it but Tweetbot doesn’t.

      • Rupinder S

        I fear the day it does.

      • It’ll happen eventually. Us Twitter users are largely free of ads unlike other social networks *Cough* Facebook *Cough* however people are going to ask questions and it’s just a matter of time until all Twitter clients will have forced sponsored Tweets and sponsored videos.

      • Antzboogie

        Im happy its not in third party Twitter clients. They usually have ads already like Ubersocial. I paid to get rid of the ads. I doubt they would let the other ads in, but if they do that is messed up. Probably someone will think of something to finally block all ads in our lives.For example: I visit a website about watches now twitter is showing me video ads of watches?? I would feel uncomfortable being watched over this way.

      • The reason you see ads about watches is the twitter share buttons and widgets. They track you and so do Facebooks and presumably every other social sharing buttons / widgets…
        There a ways to block these but in doing so it limits the functionality of the website. Choosing between privacy and functionality is a choice nobody wants to make 🙁

  • Mike M. Powell

    Thank you untrusted host blocker??

    • Antzboogie

      Would that work?

      • Mike M. Powell

        I’m hoping so :), the dev can make it happen if not :p

  • Ian Leon

    Oooooo.. Can I get an invite to the beta program.