Twitter has come up with a new plan to generate more ad-dollar revenue from the video content shared on its platform. The micro-blogging firm has decided to open up its sponsored video-tweet program to share revenue with any creator who uploads a clip.
A big week for Twitter
On Thursday, Twitter’s senior product director of media, TV and video, Baljeet Singh said at Twitter’s #VideoNOW event: “Twitter video is now open for business. We’ve heard some feedback that advertisers want more scale, and they want the process to be a lot easier.” This standing-room-only event at Highline Stages in Manhattan’s Meatpacking District was attended by agency, brand and media executives.
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Twitter co-founder Jack Dorsey opened the event detailing the company’s latest ad initiative, and said that it is a “really big week” for all at Twitter. The micro-blogging firm officially appointed Dorsey as CEO on Monday, and on Tuesday it launched a curated live news service named ‘Moments.’
With its new idea, Twitter opens up its Twitter Amplify ad program to any video publisher or creator, who can now monetize their content with six-second pre-roll ads without having to deal with an advertiser or agency. The advertisers will now be able to run video ads on content automatically, by making use of the updated Amplify service.
Revenue sharing details not revealed
Twitter execs chose not to disclose the revenue-sharing terms. According to industry sources familiar with the program, the content partners will receive as much as 70% of the ad revenue. This is far more generous than the 45% cut that YouTube and Facebook offer.
As of now, the updated Twitter Amplify program is open only in the U.S., but global roll-out is expected soon. The expanded system allows publishers to upload the videos to video.twitter.com. They get paid via automated revenue share payments, the micro-blogging firm said. Advertisers can choose the categories of video content to run pre-roll along with the targeted audience.
Twitter’s Amplify program, which was launched in May 2013, has inked deals with 200 TV networks, sports leagues and digital publishers that include NFL and MTV. More than 50 media companies, TV Networks and publishers have already joined the new Amplify program, Twitter noted. These firms include Fox Broadcasting, MTV, Univision, Food Network and many more.