Twitter has announced that approved brands and publishers will now be able to monetise some of the content that they publish on the live-streaming video service Periscope. The new option is part of Twitter’s Amplify Publisher Programme, which enables content creators to earn a portion of ad revenue from video content.
Live content
To show off the new programme, financial services enterprise Chase and vodka brand Grey Goose will be sponsoring a series of live video broadcasts from former US Open tennis champion Andy Roddick during this year’s Grand Slam event in New York, which runs from 29 August to 11 September at the Billie Jean King National Tennis Centre.
The Periscope videos will feature Roddick providing expert commentary on potential match-ups and the matches themselves as well as answering questions from viewers. The 34-year-old will also broadcast his movements in and around the venue while sharing his experiences day by day.
Immersive experiences
The option to embed broadcasts across a variety of websites means that viewers don’t necessarily have to be on the Twitter platform during the live broadcast to view the content, though various links via different hashtags will be shared across the platform. The campaign will be promoted by @andyroddick during the US Open, while brand launch partners will also share various broadcasts. In addition, Roddick and partners will share branded highlight videos during the two-week tournament.
The campaign is expected to be one of many partnerships involving high-profile brands and Periscope moving forward. The move by Twitter to roll out monetised broadcasts has been in the works for some time now, and it is part of a wider shift to support the new ways that viewers access and view the content they want to watch online.
Unique video
In a company statement, Periscope said “The Amplify program works in partnership with content creators and brand partners to create unique, immersive experiences on Twitter and Periscope.” It appears that the new initiative is aimed at high-profile brands and publishers, though there could be opportunity for other creators to participate in advertising on Periscope for videos in the future.
