Twitter is hoping to follow Facebook’s path to profitability through mobile ads, announcing its latest unit yesterday: Promoted Video. Aimed more at big brands and entertainment firms, it’s an attempt to tap into the same video ads that are being eagerly scooped up by YouTube and Facebook. “By using Promoted Video, it’s easy for brands to upload and distribute video on Twitter, and to measure the reach and effectiveness of this content,” claimed Twitter in a blog post about the new unit, which comes with a cost-per-view pricing model. “Advertisers only get charged when a users starts playing the video. Additionally, advertisers using Promoted Video have access to robust video analytics, including completion percentage and a breakout of organic vs. paid video views.” Alongside this, Twitter has “expanded” tests of its native (i.e. not paid) video feature, which embeds videos in ‘Cards’, to more media companies and verified users. We’d expect some prominent musicians to fall into the latter category.

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