First, promoted tweets; now, promoted video.
Twitter has announced the beta launch of promoted video, a new advertising option that allows advertisers to upload videos and track user engagement.
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"Video is an incredible storytelling medium and we’re thrilled to be giving brands, publishers and a subset of verified users the ability to share organic and Promoted Video on Twitter," wrote David Regan, senior product manager of TV and video at Twitter, in a blog post.
Video advertising has become a particularly lucrative part of online marketing. Advertisers have shown a willingness to pay higher prices for online video, helping the segment to grow rapidly.
Promoted video is an extension of the Twitter Amplify program, which was announced in May 2013 and touted as a way for marketers to promote TV clips on Twitter. Advertisers also have the option of using promoted accounts and promoted tweets.
The new ad unit will feature many of Twitter's recent upgrades to its video offerings, including one-tap playback.
