Have a seat, class
Twitter has recently developed a new option for advertisers to place quick six-second ads before published videos on their platform. When Twitter users click to view a video, these “pre-roll ads” will be automatically displayed before the selected content.
But the concept of placing ads before professionally produced video content on social media sites is nothing new. In fact, YouTube, Facebook, and Twitter have been allowing marketers to use video pre-roll ads on their platform for quite some time. In fact these ads are thought to be quite effective, with over half of Twitter’s users reporting the purchase of brands they see marketed online.
Twitter’s new Amplify program seeks to streamline and improve the process by which ads are added to video content. In doing so, Twitter aims to increase engagement from brands and raise revenues across the board.
What exactly makes Twitter’s latest Video Amplify program so promising?
Marketers don’t need a relationship with video content publishers
In the past, if marketers sought to place ads on professional video content, they first needed to connect with the publisher directly. After these initial dealings, marketers would then approach Twitter to promote their content through Amplify in the form of a pre-roll ad.
Although this traditional method can still be used, the latest version of Twitter’s Amplify program significantly streamlines the ad process. Producers and advertisers can both upload their content to Twitter, and ads will be automatically placed before a wide array of published video content.
Ads can automatically target specific audiences
Twitter can now use Amplify’s automated marketplace to strategically target audiences by pairing ads with relevant video content. If an advertiser prefers to show their ad to a specific age, gender, or demographic, their ads can be inserted into the videos that, based on Twitter’s data, are most viewed by that particular group.
Content producers make more money, more easily.
To begin acquiring monetary gains, content producers need only upload and publish their videos to Twitter’s video dashboard. By checking a box during the publishing process, producers can opt to immediately begin collecting revenue from any ads electronically assigned to their content.
The revenue split between Twitter and content producers is also very favorable when compared to other social media sites like YouTube and Facebook. While these platforms currently keep 45% of ad revenue, Twitter will take 30 %, and the remaining 70% will go to content producers.