Auto-play video ads are going to become more common in your Twitter feed. All advertisers can now utilize the social network's Video Website Cards, which Twitter found was a fairly successful format in beta tests. Compared to standard ads, this format led to a 200% greater clickthrough rate.
Not only do Video Website Cards initially auto-play their video, they're linked to a website landing page. When people click on a link below the video they'll see the landing page on the bottom portion of their display while the video portion moves to the top.
This format supports "both the objectives of buyers who want video views and/or website traffic," says Twitter product manager Sean Huang.