BRISTOL, CONN., and MOUNTAIN VIEW, CALIF. –
ESPN and the Pac 12 are taking the venerable instant
replay and other video highlights to Twitter. Both have employed the Twitter
Video Card, a new software conduit from Ooyala that enables the direct embed of
videos into Twitter streams. Previously, Ooyala notes, linking was the only way
to include video into Twitter feeds.
“ESPN implemented the platform in December during College Football bowl season
as a way to promote their live streams,” an Ooyala spokesman said. “They took
highlight cilps and pushed them through Twitter, and with this solution,
viewers were able to watch ‘real-time’ highlights directly in the Twitter
Previously, users were only able to include a
link to a video in Twitter. This solution inserts a thumbnail of the video
directly into the stream so followers can click and play directly without
leaving Twitter. (Here’s an example from
the Pac-12 Twitter
) Pac-12 has 65,000 Twitter followers. ESPN has an online video
audience of about 24 million across all of its franchises.
Ooyala says the video-embedding technology has been certified by Twitter, “meaning
customers can quickly and easily integrate and distribute video content
directly into their streams across all platforms -- including desktop, mobile
web and native smartphone and tablet apps for both iOS and Android.” The videos
play within the tweet window.
The technology works via an Ooyala Twitter SDK and automatic hosting for
Twitter Cards. Ooyala said this turnkey API “automatically generates the
necessary Twitter tags so that a video can be inserted onto a video landing
page to enable Twitter Cards.”
The Twitter Video Card is also said to work with Ooyala’s Discovery platform,
which recommends content based on previous use. I.e., if user watches a clip in
Twitter, they might receive a recommendation to check out related content on
the host site. Ooyala says the platform can be used to generate revenue by
enabling the distribution of ad-supported content across Twitter streams. The
company also offers performance analytics data. It’s being offered at no cost
to Ooyala customers.