Twitter Makes It Easier to Monetize, Sponsor Videos With New 'Amplify' Ad Product
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Loading... - Agnes Lehnert
- 09 Oct 2020
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The explosion of video is a huge revenue opportunity for social networks, and Twitter TWTR +3.33% doesn’t want to miss out.
The microblogging site on Thursday said it is launching a test version of a new advertising product that makes it easier for marketers to buy video ad spots and for publishers to profit from video content. The product works through an automated process: Content creators upload their videos to Twitter, and brands target categories of videos in which they want their pre-roll ads to run. Publishers are paid the majority of the ad revenue — 70% — and brands can choose to target specific types of users on Twitter, for example, based on their age or interests.
The product is an extension of Twitter’s Amplify product, which launched about two years ago to make it easier for brands and publishers to create campaigns together featuring instant replays from heated sports games or what favorite celebrities are wearing on the red carpet. Both Twitter and marketers love the product, as it has generated plenty of revenue for the company and raises awareness around brands. Twitter created an automates version of Amplify in May to make it easier for brands to deliver video highlights to users through promoted tweets, Twitter’s version of native advertising.
“We’re announcing a new offering for Twitter Amplify designed to let many more publishers and creators monetize their video content on Twitter, while making it easier for advertisers to reach massive audiences and sponsor great content,” Twitter’s senior product manager David Regan said in a blog post. “With this update, advertisers can run video ads against premium content automatically based on their preferred content categories — without having an existing publisher-advertiser deal in place.”
“With this expanded version of Amplify, we’re excited to help people enjoy more great video, publishers drive more revenue and brands align with the best mobile video moments, all at scale,” Regan added.
