Twitter's autoplay video ads gain high engagement
Twitter's introduction of autoplay video ads, to keep up with the growth towards visual media, has quickly become the most powerful way to advertise on the network. The autolay functionality has provided a solution to the challenge of viewability, and are successful as they do not require any additional action on the part of the consumer. Sean O'Neal, President of Adaptly, tested both static images and video for a campaign and found that engagement rates with video was up to seven-times higher than on images. O'Neal﻿﻿ believes this to be because the engagement with consumers happens in real-time.   

The social web has been shifting toward visual media in the last year. For Twitter, this transition to visual media seemed a little less natural for a platform started on the premise of simplicity and text. But Twitter has gradually become more of a visual platform, first adding images and then video to the newsfeed.