Twitter, which most people use as a quick-hit way to make a point or deliver news in a limited number of words, is bulking up with easy access to video, thanks to a collaboration with video streaming and monetization platform Ooyala, the two companies said in a press release.
"Consumers today are at the intersection of social and mobile and demanding easy and fast access to video content," Ooyala Senior Director of Business Product Management Jonathan Wilner said in the press release. "Our ability to deliver video directly into the Twitter stream is a major step forward for publishers who want to drive viewer engagement in real-time."
At present--or at least until widespread adoption of the Ooyala application--Twitter users could include a video link that moved viewers away from the service to the site where the video was playing. Ooyala's app inserts a thumbnail of the video into the stream "so followers can click and play directly without leaving Twitter," the company said.
The solution, which has been certified by Twitter, works via an Ooyala Twitter SDK and automatic hosting for Twitter cards, the two companies said. It lets customers integrate and distribute video content across desktop, mobile Web and native smartphone and tablet apps for both iOS and Android.
Of course, nothing is all about consumers, as the two companies made clear in the press release.
"[T]his technology opens up new revenue streams for Ooyala customers" by enabling "the distribution of ad-supported video content across client-owned and consumer Twitter properties, magnified by sharing tendencies of Twitter users," the press release stated. "It also opens the door for video integration into Promoted Tweet advertising campaigns across Twitter."
- Ooyala issued this press release
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