After trialling its one-tap streaming Video Card feature earlier this year Twitter has now launched Promoted Video on the platform, which allows marketers to upload and distribute video content on Twitter.
Of note: brands can choose to only be charged when a user actually clicks the play button.
While the new functionality is still in beta testing mode and only open to select advertisers (it’s not yet visible in my ads dashboard, for example), Twitter has expanded on the tool over on its official blog.
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 user 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.
In addition to the improvements we’ve made to the advertiser experience, we’re excited to share that we’ve expanded the tests of our native video solution with select content publishers and verified users. The overall goal is to bring more video into our users’ timelines to create a richer and more engaging Twitter.