Your stream is about to get a little busier. The social network announced this week that it will launch a beta version of in-feed video ads, called Promoted Video, to help marketers reach a broader audience.
The video ads will not auto-play when you scroll through your feed, unlike their Instagram and Facebook counterparts. As such, Twitter is offering this new ad format in a cost-per-view buying model, which charges advertisers only when a user clicks Play.
Twitter's Promoted Video launch follows a test this year of a video-playback feature called Video Cards. During this test, Twitter found that embedded video in tweets generates more engagement and views, it said in a blog post.
Promoted Video also builds on its Twitter Amplify program, which lets companies embed images and video from TV into tweets. The NCAA, for example, used Amplify to promote March Madness basketball highlights. Other Amplify partners include the NFL, American Express, and Viacom.