Twitter Ruffles Own Feathers With Speculated New Auto-Play Video Ad Product

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Twitter is gearing up to introduce a new video ad product, according to Ad Age earlier this week.

It’s no secret that advertisers love Facebook’s auto-playing video ads as well as YouTube’s pay-for-plays platform that allows higher engagement with consumers. Not on to get lost in the flock, Twitter’s potential to combine the two features in its own nascent video ad product has advertisers buzzing.

Last August, Twitter announced Promoted Video on user’s Twitter timeline. These Promoted Video built upon the Twitter Amplify program, and brought a new set of video tools to high-quality content producers. By using Promoted Video, it became easier for brands to upload and distribute video on Twitter, and to measure the reach and effectiveness of its content.

According to the Wall Street Journal, the social media company is planning to sell ads within streams of tweets on other publishers’ apps and websites with the addition of its speculated new auto-play feature. While it’s still unannounced which publishers are already onboard, Twitter laid out its initiative to media buyers in a presentation at the Consumer Electronics Show in Las Vegas and made references to ESPN’s SportsCenter app.

Agency heads who have been briefed on Twitter’s plans told Ad Age that the auto-play preview feature and pay-for-plays cost structure would combine the best of Facebook’s and YouTube’s video ad products. Currently, most Twitter users consume video via Vine, Twitter’s standalone, six-second video app. As video content continues to be a high priority in the digital space, it’s time for social sites like Twitter go grow into major players.

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