Social media giant Twitter is rolling out a new offering for its Amplify ad product that aims to let more publishers and creators monetize video content on Twitter. At the same time, it’s supposed to be easier for advertisers to reach larger audiences by sponsoring strategic content.
Twitter Amplify lets media companies and brands re-air TV clips to the micro-blogging network’s audience. Tweeters can see the video clips, such as the winning shot at an NBA game, as they engage in Twitter conversations.
Ads Against Premium Content
“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,” said David Regan, senior product manager at Twitter. The new offering is only available to “select” publishers and advertisers in beta. Twitter plans to expand it globally in the months ahead.
Twitter has reported strong progress with the Amplify concept since its 2013 launch. Over 200 TV networks, sports leagues and digital publishers have tapped Amplify to showcase events like VMA (Video Music Awards) red carpet moments on MTV, five amazing goals by Polish professional soccer player Robert Lewandowski on Fox Soccer and Johnny Football’s (aka Cleveland Brown quarterback Johnny Manziel) first touchdown from the NFL.
“We’re continually working to make ongoing improvements to the program,” Regan said. “For example, just earlier this year we automated Amplify to make it even easier for advertisers to deliver highlights to fans instantly through promoted tweets, resulting in the launch of hundreds of Amplify programs in more than 20 countries worldwide.”
Can Twitter Compete?
Here’s how it works: Publishers upload videos to video.twitter.com to start monetizing content. Twitter gives publishers most of the ad revenue through automated revenue sharing payments. Advertisers can select categories of video content with which they want to run pre-roll and they can layer on additional audience targeting. Twitter technology inserts the advertisers' pre-roll ads into the most relevant videos their target audiences are watching.
We caught up with Greg Sterling, vice president of strategy and insight at the Local Search Association, to get his thoughts on the new Twitter Amplify features. He told us video ads are now an essential offering for these big platforms.
“However, what are the capabilities and limitations, and what are the features? It's very difficult for Twitter to compete with YouTube and its reach or Facebook and its reach and targeting," he said. "Twitter will essentially need to build some element that does something different or better than competitors, but that also doesn't require advertisers to create entirely new assets for Twitter only."