Twitter Adds Video Advertising to Periscope, Focusing on Predictable Content

  • by Emilio Sims
  • in Money
  • — Mar 29, 2017
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"For creators and publishers that use Periscope to go live on Twitter every day, these pre-roll ads present a new way to monetize their video content", Folgner writes. "For marketers, they have a new source of video advertising beyond what was previously available, including ads during live streaming programs, Promoted Tweets with Periscope video, and custom Amplify campaigns with live content from influential creators".

Reuters notes that Twitter is being careful to avoid the mess in which Google recently found itself, when major brands found their ads embedded into - or appearing alongside - hate videos on YouTube. When advertising starts on Periscope in the coming weeks, initially on a trial basis, Twitter will share the revenue with those top-tier creators.

Turning to video ads could prove quite beneficial for Twitter as they're costlier as compared to other formats. So while both the company and the publisher stand the chance of profiting from putting ads in front of their content, it could also potentially hamper viewer interest.

"On average, Canadians watch 5.1 more hours of video per month than their American counterparts". It's unclear how Twitter, whose user base is dwarfed by YouTube's and Facebook's, will win. And no matter the size of the platform live video can also be a risk - no advertiser would want to see their brand associated with a video where a crime is committed. It's not just Twitter that stands to gain by allowing pre-roll ads on Periscope. The latter company began to offer publishers an option for live video mid-roll ads in February, but has thus far eschewed pre-roll advertising.

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