Twitter announced the beta test of a new Promoted Video offering for advertisers after testing Video Cards earlier this year. The tests, the company says, have shown that tweets containing native Twitter video generate more engagement and video views.

Twitter says Promoted Video builds on its Amplify program, which is geared toward letting media companies and brands capture experiences related to TV and spread it to Twitter audiences.

“By using Promoted Video, it’s easy for brands to upload and distribute video on Twitter, and to measure the reach and effectiveness of this content,” says Twitter’s Senior Product Manager of TV and Video, David Regan. “In the spirit of making campaign setup easier, we now offer advertisers the ability to run ads with a new Cost Per View (CPV) ad buying model. This means advertisers only get charged when a user starts playing the video. Additionally, advertisers using Promoted Video have access to robust video analytics, including completion percentage and a breakout of organic vs. paid video views.”

“In addition to the improvements we’ve made to the advertiser experience, we’re excited to share that we’ve expanded the tests of our native video solution with select content publishers and verified users,” he adds. “The overall goal is to bring more video into our users’ timelines to create a richer and more engaging Twitter.”

It’s unclear when this might roll out to all advertisers, but the company is telling partners to contact their account reps if they’re interested.

Image via Twitter