With mixed reviews of its Twitter Amplify program to date, Twitter is looking to boost the usability of the service for advertisers.

This week, the social media service launched the beta version of a new Promoted Video program, which gives advertisers the ability to run ads with the Cost Per View (CPV) ad buying model, as well as a new set of video analytics tools. It is available to select content publishers and verified users.

The new feature expands Twitter Amplify, which allows brands to extend their social TV conversations with in-tweet video clips and real-time dual-screen partnerships.

Twitter Amplify has been used numerous times by broadcasters in Canada since its launch, recently by MTV and Scene around the 2014 MTV Movie Awards and the CBC and Budweiser for the NHL Playoffs. Shaw Media also launched its first Twitter Amplify program in January around the 2014 People’s Choice Awards, which saw the media co partner with P&G’s Cover Girl to showcase promoted in-Tweet video clips during the broadcast of the awards show.

With the CPV model, advertisers only get charged when a user starts playing the video. The video analytic tools give them the ability to measure things like completion percentage and compare breakout of organic vs. paid video views.

In May, Facebook announced the launch of its premium video ads in Canada, as well as new metrics around the units.

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From Stream Daily, with files from Val Maloney, Media in Canada