The New Twitter Video Ads Feature Is Coming Soon…What Can You Expect?
While the Chinese New Year may claim that 2015 is the Year of the Goat, it may more accurately be described as the Year of the Video!
According to ComScore, 89 million people in the United States are going to watch 1.2 billion online videos today. Given Facebook’s success with video watchers (over 1 billion clips watched per day), and the fact that YouTube is the second largest search engine, it’s no real surprise that Twitter will want to compete in this arena.
What Are Twitter Video Ads?
While no official description of their video platform has been announced by the company, here are some of the top ‘rumors’ floating around the industry, which are cause for major excitement for marketers:
- 360i projects that Twitter Video Ads will kick off with 20 second capabilities and eventually get up to 10 minutes!
- AdAge reports that Twitter is mulling the possibility of making promoted videos automatically play 6-second previews when they pop up in people’s feeds, according to people briefed on the company’s plans. If the autoplay previews were to catch someone’s eye, that person could click to watch the full video. The great part about this autoplay is that advertisers only pay when a user clicks to play the remainder of the video!
- According to Digiday… Also, when users finish watching a video on the new Twitter video ads platform, they’ll likely see suggestions for related content, similar to YouTube’s video recommendations.
Twitter has released a beta version of this video ad platform to a few companies, like HBO. Here’s an example of how it looks:
How does this proposed platform compare to Facebook? Digiday continues…”Facebook offers autoplay video and YouTube has a pay-per-click product, but neither platform offers marketers the ability to combine the two. That could be a major differentiator for Twitter as it seeks to grab a sizable share of the digital video ad market.”
A big question that The Social Media Ad Genius has about this new ads platform is how will Twitter be able to provide targeting demographics? When you enroll in Twitter, very little information is provided. How will marketers be able to target their specific audience?
While no official date has been set for a release of the Twitter video ads platform, the company did state that they expect the rollout to occur sometime in the first half of 2015.
What are your thoughts on the new proposed Twitter Video Ads platform? Leave your comments below.
Nick Bridges
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