Twitter advertisers now will focus more towards data and stats to measure how their video clips are performing on the micro-blogging site.
Twitter and the video company Innovid have announced a partnership that gives Amplify advertisers—Twitter’s premium offering that runs preroll ads before video clips from 300 media partners including AOL, BuzzFeed and ESPN—viewability stats and numbers about who is watching their ads. Amplify is a revenue-sharing program that splits ad money between content creators and Twitter.
By plugging into Twitter’s API, Innovid’s clients—which include Disney, Mondelez and Toyota—will have access to stats and an option to run their promos as Amplify clips.
Last year, Twitter rolled out auto-play video and viewability standards based on clips being 100 percent in view for at least three seconds. The site also offers MRC-vetted stats, which count a view as two seconds with 50 percent of the player in view. Both numbers will be available to Innovid’s clients.
Video remains a big focus for Twitter in winning over advertisers. Earlier this month, Twitter rolled out a new product called Promoted Tweet Carousel that links together multiple videos and photos into one ad unit.
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