Pre-roll ads are no longer the domain of YouTube. Get ready for an explosion of short form video ads coming to Twitter.
Twitter founder (and new CEO) Jack Dorsey announced the news at a recent event in New York. The move is an extension of Twitter's Amplify program, which launched two years ago.
Previously, marketers needed to work directly with publishers to place their video ad.
Now marketers simply select a content category, and Twitter will automatically attach the pre-roll video ad into the tweet of a relevant publisher.
However it's not quite pot luck – marketers still have control over where their ad is shown via Twitter's existing ad targeting tools.
The sincerest form of flattery
The update is similar to the model YouTube has successfully adopted, and puts Twitter ahead of Facebook in this area. At the time of writing its not known if Twitter's pre-roll ads will be skippable, as they are on YouTube.
It's been a busy month since Dorsey took over as CEO. Twitter has launched arguably its biggest update in years with Moments, and it seeks to address flagging user growth.
If October's releases are anything to go by, expect more innovations from Twitter before the year's out.