Twitter announced on Tuesday that it has launched a beta version of a Promoted Video program, which gives advertisers the ability to run video content using the Cost Per View (CPV) ad buying model, as well as a new set of video analytics tools. It’s available to select content publishers and verified users.

The new feature expands on Twitter Amplify, which allows brands to extend their social TV conversations with in-tweet video clips and real-time dual-screen partnerships. For instance, ESPN and Ford Fusion partnered to bring fans instant replays in tweets during every college football bowl game, and the NBA teamed with Sony Pictures, Sprint and Taco Bell to tweet game clips from the NBA finals.

“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,” wrote David Regan, Twitter’s senior product manager for TV and video, in a blog post announcing the program.

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