Twitter announced the beginning of the test video advertising, with which the service intends to diversify its sources of income. Commercials will appear in the news microblog users.
Earlier this year, Twitter started testing the function of Video Card, which displays a preview of the video in the news feed of the user. The testing service found that message-tweets with video increase user engagement.
Ad Product Promoted Video, which is now in beta testing, will allow brands easier to download and promote videos on Twitter, the company said. The format looks like a normal video, but underneath it is placed yellow indicator icon advertising message and to whom it is paid.
Service will provide advertisers the tools to measure the coverage and effectiveness of the promotion video - for example, it will be possible to evaluate the percentage of the total display video or breakdown between organic and paid viewing.
Payment advertising campaigns will be carried out on the model Cost-Per-View, that is, advertisers will pay only when users clicked on their video for viewing. Twitter does not specify whether the promotional product is available both on mobile and on the desktop, but in a statement the launch of the format it is displayed only on mobile devices.
Earlier, the company announced that the service has 271 million users of the social network.At the same time, according to a study conducted by "almost 8.5% of all active accounts are updated automatically, without user-initiated action." In other words, 23 million accounts are bots.