Twitter has introduced its Promoted Video platform, in beta test phase. It's aimed at advertisers and content creators looking to distribute video content through its platform. The platform is currently available only to a limited group of partners. The company had initially begun testing this feature back in March in partnership with the NBA. The platform enables a brand or content creator to upload videos on Twitter while allowing them to measure the effectiveness and penetration of the content. Advertisers will be able to choose to run ads via a Cost Per View ad model, meaning they end up paying only when a user starts playing the video. Twitter will also provide campaigners with video analytic tools, including the completion percentage and a breakout of organic vs paid video views. Twitter Amplify: The Promoted Video feature builds upon the Twitter Amplify program, which was released in India with cricket content from Star Sports. The Amplify service lets broadcasters publish live feed from TV and other media to Twitter. This tweet is then circulated to people who not only follow the account, but also those who have shown any remote interest in the content, including people posting or replying to such a tweet. Users who choose to view the video can do so without leaving Twitter. Viacom, NFL and BBC Global News had used the Amplify platform last year to reach larger audiences. The main difference between Amplify and Promoted Videos is that while the former requires a deal with Twitter, the latter…
