There are a few different types of ads you can promote on Twitter. Immediately upon opening Twitter ads manager, you’ll see this:
Each of these campaign goals leads to a different type of ad experience, but we’re going to focus on the two that relate most to video marketing: Promoted Video Views ads and In-Stream Video Views ads.
Promoted Video Views
The main goal of this ad is to maximize your video’s views. Perfect for spreading brand awareness, this ad is optimized to reach an audience that is more likely to watch your video, encouraging brand recall and greater brand engagement. If views are your primary success metric, opt for a promoted video views campaign.
In-Stream Video Views
In-stream ads are a type of pre-roll ad, playing before video content from one of Twitter’s selected content partners (they have more than 200). The main goal of an in-stream ad is also to maximize your video’s views, but they do so by borrowing equity from their big-brand partners. When setting up your campaign, you’ll be prompted to select categories closely associated to your video, which Twitter uses to match your video to the right partner Tweet.