Twitter introduces pre-roll video ads to help monetise Periscope 
Twitter is set to monetise its two-year-old Periscope live-streaming feature by introducing pre-roll video ads on both live and archived videos, in spite of the row about ad placements on YouTube. Initially, Twitter's ads will feature on high-profile videos, linked to sport or fashion, and marketers must be signed up to Twitter's Amplify programme. Advertising content will play over users' video content and ads will be of varying length, with the ability to skip longer ones.

You’re about to see ads in front of Periscope videos. Twitter said today it would start monetizing its 2-year-old live streaming service, beginning with pre-roll video on both live and archived videos. The move offers Twitter new revenue, and big Periscope broadcasters a way to profit from their work, at the risk of alienating some users.

Twitter is seeking new revenue sources amid a general decline in its advertising business. Video advertising, which commands higher ad rates than other formats, is at the centerpiece of the company’s plans. The company said this month that it would participate for the first time in NewFronts, a May event where digital media companies promote their video offerings to advertisers.

Live video can be risky for advertisers

Live video is prized by advertisers for events that command outsized attention, such as sporting events or the Oscars. But the race to win advertising dollars in video is growing more crowded by the month. It’s unclear how Twitter, whose user base is dwarfed by YouTube’s and Facebook’s, will win. And no matter the size of the platform live video can also be a risk — no advertiser would want to see their brand associated with a video where a crime is committed.

Twitter said that initially, Periscope ads will only run in front of high-profile live video, such as fashion shows or sports games. Would-be Periscope advertisers must be part of Twitter’s Amplify program, which matches advertisers with big video publishers. It’s unclear to what extent average users will ever be able to profit from the kind of distracted bedroom selfie streaming that remains a hallmark of live-streaming services.

Periscope ads will come in a variety of lengths, and longer ones can be skipped, Twitter said. They also run over the content, so you’ll miss the portion of the stream you would have seen if it were still the halcyon days when Periscope videos did not have pre-roll ads.