Twitter’s video features have been a hit with users, including Periscope, the Twitter-owned live streaming platform. However, the company has struggled to find ways to monetize visual content.
This week, Twitter announced it was launching several changes to make it easier for advertisers to reach video audiences and creators to monetize their content.
For starters, the company is allowing advertisers to run pre-roll ads that appear before a video begins to play. Similar to YouTube’s pre-roll ads, the video advertisements will allow users to skip the ad if they are not interested.
For creators, adding these new pre-roll ads s as easy as signing up for Twitter’s Amplify program and opting-in to use pre-roll ads. You can choose to use the ads on an individual basis or by making pre-roll ads default on all video content.
In addition to the new ad format, Twitter is also making some changes to its Media Studio and Twitter Engage app to improve the monetization of content and advertising across its platform. These changes include:
- A unified media library including videos, GIFs, and images.
- Tweet scheduling features.
- Team management and multi-account support.
- Improved upload performance and overall stability.
- An Earnings section detailing your monetization performance.
The biggest wrinkle for Twitter has been deciding how to monetize videos across Periscope live streams. The nature of live streaming video makes it difficult to incorporate ad breaks. Instead, Twitter is allowing Periscope users to seek and connect sponsors for live broadcasts.
These sponsors can then run pre-roll ads before live broadcasts begin.
Considering Periscope videos appear in Twitter timelines and live videos, the decision to incorporate pre-roll ads helps bring the streaming app more in line with Twitter’s other services while making them more attractive for both content creators and advertisers.