Twitter (TWTR) shares are trading slightly higher today after the microblogging service said it will allow video ads in its platform by offering advertisers a new ad buying feature called “Promoted Video,” which enables them to not only upload and distribute their videos to the Twitter network, but also measure the reach and effectiveness of this content.
The beta test “Promoted Video” feature, which builds upon the Twitter Amplify program giving brands a new set of video tools for uploading and distributing video on Twitter, is part of a direct push from the company to enhance its bottom line by enabling its users to view videos inline instead of leaving Twitter.
The tests of Twitter’s native video solution are now available to a “select” content publishers and verified users.
“Video is an incredible storytelling medium and we’re thrilled to be giving brands, publishers and a subset of verified users the ability to share organic and Promoted Video on Twitter,” the company said on its official blog, adding that along with Promoted Video’s launch into beta, the company is also offering advertisers a new Cost Per View [CPV] ad buying model, which means that advertisers will only get charged when a user starts playing the video ad in question.
Twitter shares rose more than 1 percent to $43.83 at 2:09 p.m. in New York. The stock is down 31.08 percent this year.