Twitter has announced that it is testing native video ads, which can be viewed within the timeline. In a post on Twitter’s blog, David Regan, Senior Product Manager, (TV and Video) for Twitter said the new ads were a result of earlier tests with a new Twitter Video Card that streamlines video playback and brings a one-tap viewing experience in users’ timelines. “These tests have shown that Tweets containing native Twitter video generate better engagement and more video views than before,” he wrote.
The new Promoted Video ads will become the fourth native advertising platform for Twitter after Promoted Tweets, Promoted Accounts and Promoted Trends. They build upon the recently launched Twitter Amplify program.
Twitter said the Promoted Video ads will be available on a cost per view model, which means that advertisers will only pay when a user starts playing the video. Twitter has also promised advertisers the ability to use video analytics, including completion percentage and a breakout of organic vs paid video views.