Dive Brief:
- Twitter is releasing its Promoted Video product into beta testing and it could be a significant revenue booster for the social network.
- Specialized Bicycling Components tested out Promoted Videos during the Tour de France and double engagement year-over-year.
- Promoted Videos will be a cost-per-play that charges advertisers when a video plays and metrics will include video completion and comparisons between organic and paid videos.
Dive Insight:
Promoted Videos are showing promise as an additional revenue stream for Twitter. The Specialized Bicycling Components success with Twitter might be a bit exaggerated since the winner of Tour de France rode one of its bikes, the beta test should reveal how lucrative Promoted Videos could be.
