Twitter looking to make more money from video ads

“Because it’s unfolding in the moment, you’re reaching users as they’re seeing the video in real time”.

The new plan doesn’t replace Twitter‘s first attempt to make money from video – a much more complicated approach where Twitter and video owners worked together to try to get advertisers to buy Twitter’s “Promoted Tweet” units.

Twitter held the standing-room-only event at Highline Stages in Manhattan’s Meatpacking District in front of an audience largely made up of agency and brand execs.

A key difference between the Open beta and the Custom program now offered is that the pre-roll ads in the Open program will run on organic videos.

The new option, which is part of Twitter’s Amplify program, will allow marketers to automatically place six-second ads before videos from a range of publishers without having existing relationships with those publishers.

Twitter execs didn’t disclose what the revenue-sharing terms are.

Twitter will share the revenue with publishers, though it did not say what the split will be, although Re/code reports Twitter will take 30%.

According to Twitter, the new feature will make it easier for publishers to monetize their video across its service.

For Twitter Amplify, which officially launched in May 2013 after a few early tests, the company has inked deals with more than 200 TV networks, sports leagues and digital publishers, including the NFL and MTV. Publishers can opt-in to the program with the click of a button in their settings, while advertisers can select the type of content and demographic they want their ads to run against. Twitter’s technology then plugs their ads into videos that people are watching.