Twitter on Tuesday unveiled a new advertising program that delivers "promoted videos" to the tweet stream of users of the popular messaging platform. The program adds to the source of advertising revenue for Twitter, which has struggled to convince investors it is on a path to profitability. "By using Promoted Video, it's easy for brands to upload and distribute video on Twitter, and to measure the reach and effectiveness of this content," product manager David Regan said in a blog post.

Regan said test launch came "after months of experiments and feedback from users and brands."

Regan said that to make it easier for advertisers, Twitter will offer a "cost per view" model: "This means advertisers only get charged when a users starts playing the video," he said.

"Additionally, advertisers using Promoted Video have access to robust video analytics," such as how many people view the entire video, he said.