According to Mashable, Twitter is developing a new video ad unit to support its soon-to-launch native video tool.
While details are still being hammered out, Twitter is apparently leaning toward a “pay-for-play” cost structure. It would include a six-second preview video that automatically plays in user feeds and the option to click to view the entire video.
Most likely, ads will only appear if and when users choose to view the full video, sources say.
“They don’t have it totally figured out yet,” said one marketing executive who was briefed on Twitter’s plans. Specifically, the microblogging giant has yet to decide exactly when advertisers would be charged for a video “view,” or its cost.
Key to new native tool will be a content discovery (or “surfacing”) feature, Kevin Weil, vice president, product at Twitter, said in November.
“We’re experimenting with better ways to give you what you come to Twitter for: a snapshot of what’s happening,” Weil explained in a blog post. “We can use information like who you follow and what you engage with to surface highlights of what you missed, and show those to you as soon as you log back in or come back to the app.”
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