Just days after the reappointment of the ousted founder Jack Dorsey as CEO, and unveiling Moments, an attempt to reorganize the platform for beginning users, the company has revealed its video advertising model.
Twitter has announced a major expansion of its chief video ad product, Twitter Amplify, which launched in May 2013 and initially enabled more than 200 publishers, including AOL, Sports Illustrated, Outside Television, HGTV, Mashable, People, Vox Media, Maker Studios and Fullscreen to monetize their videos with 6-second pre-rolls but only if they had an existing relationship with advertisers.
According to Twitter, the new feature will make it easier for publishers to monetize their video across its service. Publishers can simply upload and publish their content through Twitter’s video dashboard and start generating revenue immediately as ads are automatically placed before it.
All publishers will have option to monetize their videos. Publishers need only check a box. Twitter will take 30% of the generated revenue from the ads and the content producer will retain 70%, the company said.
That’s a more favorable split than the one currently being offered by Google’s YouTube video platform or Facebook, which keep 45% of revenue generated by ads placed in their content.
The beta is open to a selected number of publishers and advertisers in the US. Twitter plans to expand globally. Those interested in joining the beta can contact Twitter.