Twitter has launched Promoted Video, enabling advertisers to distribute video content on the social network. In its announcement, the company says it is aiming is to "bring more video into our users’ timelines to create a richer and more engaging Twitter".
The video ad offering is initially launching in beta, following tests of the 'Video Card', which made it possible to embed video directly into tweets, earlier this year. Twitter says the introduction of these cards generated 'better engagement and more video views than before'.
Promoted Video works with the objective-based pricing introduced by Twitter last week, meaning campaigns can be bought on a cost-per-view basis. The functionality also comes with video analytics including completion percentage and a breakdown of organic and paid views.