Twitter Opens YouTube-Like Video Advertising Model To Any Publisher

Twitter has announced that it is preparing to open up Twitter Amplify to any publisher who wants to make money on the videos it posts to the network.

Twitter videos

Looks like Twitter’s new CEO Jack Dorsey, with his sleek new look, is bringing the much required positive news in the press. 38-year-old Jack who took the stage yesterday in New York after being appointed the new CEO of Twitter, revealed that Twitter is preparing to open up Twitter Amplify to any publisher who wants to make money on the videos it posts to the network.

Instead of having to have sponsorship deals set up with select publishers to participate in Amplify, advertisers will be able to bid on categories of videos and add additional audience targets on top of those categories. Twitter will serve pre-roll ads into the most topically relevant videos being watched by the advertiser’s target audience.

Until now advertisers have had to forge direct deals with publishers like the NFL, MTV and Fox Sports to participate. Twitter is now expanding the program to a beta test in the U.S.

More than 200 publishers, sports leagues and TV networks in 20 countries have joined Twitter Amplify to monetize their video content since the service launched two years ago. New Amplify publishers include Sports Illustrated, AOL, Vox Media, Maker Studios and Fullscreen. Again the beta is open to a select number of publishers and advertisers in the US. Twitter plans to expand globally.

Brands are keen on Twitter videos

Video has been the hot cake from the start of 2015. Facebook has been quite aggressive in competing with YouTube on product features and also on the PR front. Recently Snapchat revealed that it’s fetching 4 billion video views daily. The social media messaging app has shown strong momentum, doubling its daily video views in three months.

Twitter, on the other end struggling with user growth, has been quietly working on videos. Speaking at the recent VidCon, Baljeet Singh, Twitter’s head of TV and video, had emphasized that in the last six months Twitter’s focus on videos has become aggressive.

Baljeet also emphasized that Twitter is hoping to capture some of that youthful enthusiasm. For one thing he said, Twitter’s mobile focus means that more than 90% of video views on the network come from mobile devices. For another, he said, Twitter is a superior place for the interaction between creators and their fans.

Of late brands have also shifted their focus from other video networks to Twitter. Recent data from Socialbakers showed that brands will soon be sharing more native video on Twitter than YouTube content. Interestingly, in December 2014 brands had shown more interest on Facebook videos instead of YouTube.

Opening up Amplify to any publisher who wants to make money on the videos is only going to instill confidence in marketers.