Geoff Weiss says, “While Twitter continues to be plagued by lackluster growth and confusion about its ultimate identity — not to mention an ongoing leadership shuffle — the video category has been a critical focus for the social network this year.

In an appearance today at the digital media summit VidCon, Twitter’s head of TV and video Baljeet Singh hinted that the company is exploring options that would allow more creators to monetize their content.

Given that users frequently converge upon Twitter to discuss viral moments from cultural events such as the Super Bowl and award shows, Singh said that Twitter represents a unique, real-time opportunity for marketers. To this end, its most important video ad product is called Twitter Amplify, which enables broadcasters to tweet out viral clips (the NBA might tweet out a particularly thrilling play, for instance) preceded by a pre-roll ad. Twitter then splits this ad revenue with broadcasters“.

Twitter’s Head of Video Hints at Monetization Plans for ‘All’ Creators

‘Entrepreneur’ Blog

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