Tomahawk, WI 08/13/2014 (Basicsmedia) – Twitter Inc. (NYSE:TWTR) is set to embed more video promotions on its users feeds as it seeks to bolster its ad revenue. The company has already confirmed that it will do the same as it tries to make its platform more engaging. Founder and CEO of Beta works, John Burthwick, in an interview on Bloomberg, stated that it is a natural evolution as more videos continue to be the real-deal in terms of effective advertising.

The new service will essentially prompt marketers to pay whenever someone clicks and watches any adverts that they place on the microblogging site. The company started adding video players within tweets earlier in the year stating that Tweets that contained videos got better engagement, as well as more views.

“I think it’s a natural evolution. I mean; there is a tremendous amount of video content that flows through Twitters stream and that it is one click away and so, them adding in video ads makes total sense. I know that we have over the last couple of months been working with the Twitter team and been experimenting and using the app store app platform which they launched probably five weeks ago,” said Mr. Burthwick.

There has been a push by Twitter Inc. (NYSE:TWTR) in devising ways that could ensure maximum value is attained’ in terms of revenue from the 271 million users that the company currently boasts of. Twitter is slowly following on Facebook’s playbook that has used the tactic with huge success consequently gaining a substantial amount of market share in the digital video ad market.

Facebook Inc. (NASDAQ:FB) continues to add high-quality video promotions that are currently competing for advertisers marketing budgets. Twitter has also swung into action on the same space encouraging certain brands as well as high profile users to post more videos on their timelines be it promotional or not. The digital video ad market is expected to grow by 42% to $5.96 billion according to researcher, Emarketer, of which Twitter Inc. (NYSE:TWTR) would like to attract a bigger amount of share.

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