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Twitter, once the domain of short-form discussion, is changing rapidly.

Part of the change is driven by the marketplace. It’s a marketplace that’s increasingly mobile — and increasingly addicted to video. In fact, video impressions on Twitter grew significantly from Q3 to Q4 2016.

Now Twitter is promoting its In-Stream Video Ads, which the company asserts help marketers reach their audiences and drive impressive results.

“In recent experiments, we’ve been automatically promoting videos with high engagement from select publishers,” Twitter noted in a blog post on this development. “Not only does this drive more views for the publisher, it also allows advertisers to get their message in front of a larger target audience. We have seen early success in the U.S. and look forward to rolling this out more widely in the year ahead.”

Twitter cites new research on the effectiveness of video ads, widely thought to drive positive shifts in key brand metrics for advertisers.

“Across 406 Nielsen Brand Effect studies, those who saw video ads on Twitter were 50 percent more likely to be aware of the advertiser’s brand, feel 14 percent more favorable about the brand, and had 18 percent higher purchase intent (versus those not exposed to video ads),” the microblogging behemoth notes.

Twitter says its users come to the platform “in a discovery mindset, making them more attentive, responsive, and trusting of the video ad content they see on Twitter in comparison to competing platforms.”

There will be more details soon. The company will present more information on its video content partners and long-term plans on May 1 at the Digital Content NewFronts in New York.

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