Twitter announced a limited beta test of native video ads Wednesday at the Twitter Flight developer conference in San Francisco.
Developers will have access to more than 170 buyers on the MoPub digital advertising marketplace as well as support for direct ad partners. The company has not yet announced the beta testers who can use video ads similar to those found in Twitter’s timeline.
Twitter’s video product has become a powerful force. The company said earlier this month that video views have increased by 150 times in the past year, with mobile devices accounting for 90 percent of those views. A study by Nielsen earlier this year found that purchase intent was 28 percent higher for people who chose to watch a Twitter video ad than those who saw the same video as a preroll or midroll ad during a 22-minute program.