Starting today, Twitter advertisers will be privy to more data and have access to more tools to help gauge how their clips are performing on the microblogging site.
Twitter and video company Innovid have announced a partnership that givesAmplify advertisers—Twitter's premium offering that runs preroll ads before video clips from 300 media partners including AOL, BuzzFeed and ESPN—viewability stats and numbers about who is watching their ads. Amplify is a revenue-sharing program that splits ad money between content creators and Twitter.
By plugging into Twitter's API, Innovid's clients—which include Disney, Mondelez and Toyota—will have access to stats and an option to run their promos as Amplify clips.
Tal Chalozin, co-founder and chief technology officer at Innovid, hinted that the partnership is part of a larger video push on Twitter's part that may include additional partners in the coming months.
"We are the first ones that are taking it to market—there may be other places coming up that you may be able to do it," he said.
Last year, Twitter rolled out autoplay video and viewability standards based on clips being 100 percent in view for at least three seconds. The site also offers MRC-vetted stats, which count a view as two seconds with 50 percent of the player in view. Both numbers will be available to Innovid's clients.
The company will also dole out viewership numbers for advertisers that measure how long people watch clips.
Innovid is not involved in the media-buying portion of Twitter ads and is not one of the company's official partners. Innovid's platform tracks and reports data and helps brands set up and run campaigns.
Facebook gives brands similar numbers, but they are not vetted through an additional measurement company since the social network operates as a so-called walled garden.
"These metrics are being collected by a third party, which is very different from what Facebook is doing," Chalozin said.
Video remains a big focus for Twitter in winning over advertisers and Wall Street. Earlier this month, Twitter rolled out a new product called Promoted Tweet Carousel that links together multiple videos and photos into one ad unit. And earlier this week, Sports Business Daily reported that Twitter is asking for up to $8 million in ad packages as part of itspartnership with the NFL to livestream 10 games this fall. Anheuser-Busch and Verizon have reportedly already signed deals.
