Home  › Social › Social Media
Twitter Money

Twitter Promoted Video Will Boost Engagement Data

  |  August 13, 2014   |  Comments

The micro-blogging service has been beta testing a new feature, Promoted Video, which allows advertisers to upload and distribute video ads on the platform. Industry insiders believe that Promoted Video will add another layer to Twitter’s ad business.

Twitter has unveiled a beta test of a new Promoted Video feature to expand its ad business.

The new product is an extension of Twitter's Amplify Program, which enables a limited number of media partners - including the NFL, ESPN, and BBC - to deliver video clips on Twitter, usually accompanied by a video ad as a pre-roll or post-roll. The addition of Promoted Video to the platform will allow more brands to upload and distribute branded videos within Twitter's network.

promotedvideo

Meanwhile, Promoted Video partners will also be able to access video analytics, including completion percentage, as well as a breakout of organic and paid video views.

"This is a big move for Twitter, as well as for the digital marketing industry in general," says Josh Feuer, co-founder and chief product officer (CPO) of ad-tech company Genesis Media. "Because [now] almost all the big industry players today [have] started inventing and innovating in the video space."

The beta launch of Promoted Video seems to validate eMarketer's prediction that by 2017, digital video advertising will account for 15 percent of the total digital advertising market.

And for Twitter's part, Promoted Video will add more engagement data to the platform's arsenal.

"Although Twitter can already see whether their users are engaging with a particular brand, or reading a particular Tweet, the video opportunity will really give Twitter more engagement data regarding what users are choosing to watch," Feuer notes, explaining that this way, Twitter can court more video advertisers and help them engage with a larger audience.

Twitter seems to be following in Facebook's footsteps, as the latter introduced video ads last year. However, compared to Facebook video ads that run automatically, Twitter's Promoted Videos are priced on a new cost-per-view (CPV) ad buying model, where advertisers will be charged only when users manually play a video.

This pricing model, according to Feuer, can limit the risk of advertisers' spend by ensuring that ads are viewable and user-initiated. But since this fee-charging structure requires users to take further steps to engage with a video ad, it may make it more difficult for Twitter to generate ad revenue.

It's still too early to tell whether Twitter will gain more value out of video ads with the CPV model. However, Twitter says its early tests show that tweets containing native Twitter video are generating better engagement and more video views than before, indicating that advertisers should indeed invest in Promoted Video.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Yuyu Chen

Yuyu Chen is an Editorial Intern at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Resources

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...