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Twitter adds pre-roll ads to embedded video

Videos posted within tweets will now feature pre-roll advertisements, the social network has announced.

An extension of Twitter’s Amplify feature will allow video creators to monetise their content in much the same way YouTube rewards its producers with a cut of the revenue.

Twitter will give 70 per cent of the revenue to creators, but will keep a 30 per cent share for its troubles.

The new option will enable marketers to place six second ads in front of professionally produced content.

“With this new offering, it’s never been easier to monetize and sponsor videos on Twitter,” the company wrote on its blog (via BBC).

“Publishers simply upload their videos to video.twitter.com to start monetizing their content, and are then paid the majority of the ad revenue through automated rev-share payments. Advertisers can select categories of video content they want to run pre-roll with and can layer on additional audience targeting. Then, our technology dynamically inserts their pre-roll ads into the most relevant videos being watched by their target audience.”

So far Twitter has signed on publishers like Sports Illustrated, WWE, MTV, Buzzed, Fox, the Food Network, Funny Or Die and more.

The scheme is limited to the United States at present, but Twitter plans to roll it out globally in due course.

It’s great news for content creators and advertisers, but its unlikely Twitter users will feel the same way.

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