Twitter is expanding its Amplify offering in a move that will help creators monetize their work while also making it easier for advertisers to get placement and reach for their brands. Starting today, video ads can be run against preferred content categories instead of forming sponsorship deals with select publishers. This solution is available in beta right now for select publishers and advertisers in the US.
This is something we’ve heard before with YouTube and Facebook.
How this works is publishers will be able to upload their premium quality (read: commercial) videos right to Twitter’s site. Advertisers need only select content categories where they want to run their pre-roll ads before adding on a layer of audience targeting. Twitter Amplify will then piece the two together so that you now have a great video and a relevant advertiser, all without any additional deals needing to be placed between advertiser and publisher.
Traditionally, advertisers would have needed to establish a deal with publishers before that final piece of work was submitted, but now Twitter’s ad system seems to be playing matchmaker to not only help publishers make money off of their work but also to help streamline the advertising process.
And while this makes it easier for advertisers, publishers also win too because it opens up a whole new line of money for them — they can do sponsored deals or not. It’s believed that the revenue split is around 70/30 in favor of the publishers, which appears to be higher than the industry average.
From VentureBeat
No longer will advertisers have to go directly to the WWE, Fox, MTV, Dic Clark Productions, USA Today, Aol, Fullscreen, or Entertainment Weekly. Just upload your videos and Twitter Amplify will do the rest, pairing you against its more than 200 TV networks, sports leagues, and digital publishers.
Under the auspices of Twitter Amplify, brands are able to take their advertisements that typically run on television and bring it to Twitter’s growing ad network. And with all this premium content, there’s a need to really open it up and help it scale. Already Twitter has rolled out Auto Amplify that lets brands and publishers easily create campaigns together, and even formed deals with the National Football League, the BBC, Neutrogena, and others.
Among the digital space, it’s a battle for video and advertising supremacy. It’s a battle between Twitter, Facebook, and YouTube for command of eyeballs and also advertising dollars. Eventually these strategies will become one and the same and often copied. Will Twitter’s strategy work to not only help boost its ad revenue, but also overall usage?
More information:
Powered by VBProfiles
Aucun commentaire:
Enregistrer un commentaire