Twitter expands pre-roll ads to Periscope video

A few months ago Twitter integrated its Periscope livestreaming app into Twitter's flagship

Twitter is going to start making some money from Periscope, its livestreaming video service.

"Today, we're introducing a new opportunity for publishers and creators to monetise their content, and for brands to advertise against it".

Twitter now offers brand advertisers promoted tweets, moment takeovers and ads within Periscope video.

Twitter is opening pre-roll on Periscope at an opportune time.

Twitter is definitely not alone in the decision to generate revenue from video content. Videos happen to be the favored platform of choice for advertisers for the kind of widespread interest they draw. Would-be Periscope advertisers must be part of Twitter's Amplify program, which matches advertisers with big video publishers.

"Canadians have a massive appetite for online video and our latest Periscope news will allow partners and brands another chance to connect with these huge audiences via our Amplify program", says Rory Capern, managing director of Twitter Canada.

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Twitter has made a decision to offer both content creators, as well as publishers, a similar 70/30 revenue split model on the ads running on the platform.

The pre-roll ads on Periscope will vary in length and users will be able to skip the ones that are longer.

If you're really into watching Periscope videos then you have to mentally prepare yourself for ads.

The experience will mirror how ads now appear on all Twitter video: when consumers scroll through their timelines or search for content from a specific publishers or creators, Periscope videos - live and replay - can start with a short ad. Advertisers have been pulling back spending on Twitter as the platform has become more polarized and political. The company warned that advertising revenue growth would continue to lag user growth during 2017.

Turning to video ads could prove quite beneficial for Twitter as they're costlier as compared to other formats.

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