Impact of Twitter’s Promoted Video Feature

A major question marketers might be asking themselves is who can be reached with Twitter’s new promoted video feature. Twitter Ads allow marketers to target audiences by gender, geography, keyword, interest or language.

Moreover, Twitter also provides a website tag for remarketing. This allows marketers to tag their site visitors and make an audience out of them. This type of tailored audience can also be created by using mailing lists, phone numbers, Twitter IDs, phone numbers, mobile advertising IDs and mobile app users (this is collected through conversion tracking).

TV Targeting represents a unique feature for brands. It helps to add reach that extends beyond a TV buy, to add frequency to already existing campaigns and to use television signals in order to estimate the demographics and user interests. This kind of targeting enable advertisers to sell content to audience engaged with certain TV shows.

However, Twitter has not yet provided a lot of information regarding Promoted Video targeting. Since, the option is not a self-serve one, TV targeting is most probably a constituent of it. There is also a lack of information regarding performance measurement of this option. Twitter has promised that advertisers would have access to various video analytics. Typical reports would consist of completion percentage and comparisons between paid video views and organic.

Twitter’s Promoted Video feature is currently only available to Twitter’s largest advertisers. More native video in feeds is expected to come soon. A self-serve video ad feature might also be available in the near future.