X Amplify Pre-roll and Publisher Sponsorships

Amplify Pre-roll vs. Amplify Sponsorships

Amplify Pre-roll runs, according to X, on videos from more than 200 premium publishers, including TV channels, sports leagues and news organizations. It can be set up two ways: Run of Publishers, which spreads across the whole publisher network, or category targeting, which limits delivery to publishers grouped by theme. It is self-serve, and the budget can be changed at any time.

Amplify Sponsorships are a one-to-one match with a single publisher. You sponsor an event, a moment or a program, and X builds the package together with the publisher partner. The package can include pre-roll before video clips, pre-roll before live streams and branded content integration. With a sponsorship we know exactly which content the ad runs before; with pre-roll we know the category, not the individual video.

Choosing the view threshold you pay for

With the pre-roll views objective, billing follows the selected view threshold and bidding is automatic. The threshold decides what the budget buys: a short threshold brings more but shallower views, a long one fewer views that carry the full message. We prefer 6 seconds in launch weeks and 15 seconds for videos that tell a brand story. The options are:

• 2 seconds with 50% of the video player on screen
• 3 seconds with 100% of the video player on screen
• 6 seconds with 50% of the video player on screen
• 15-second view

Planning X Amplify campaigns in Türkiye

In Türkiye, sports is the topic with the most impressions on X (X internal data, Q1 2025), and according to GWI Core TR, 95% of X users follow at least one sport. That makes match highlights and goal clips the busiest content type for pre-roll. However, which Turkish publishers are in the Amplify program, and how well category packages fill with Turkish-language content, varies from period to period. Before choosing a category, we ask our X representative for the current publisher list.

A pre-roll viewer opened the video for the match highlight and is waiting for the ad to end. So we show the brand in the first second and finish the message within 6 seconds. For sponsorships we plan the calendar backward: for a major tournament or awards show, we start package talks with the publisher weeks ahead and add the branded content approval process to the timeline. We identify key moments in advance with seasonal behavior analysis.

When we do not recommend Amplify

If the goal is direct sales, we do not make pre-roll the main channel; few viewers want to start shopping in the middle of a match highlight. In that case we position pre-roll as an awareness layer and retarget video viewers in a separate campaign with Promoted Ads and a Website Card. For measurement, we look at a brand awareness survey or at lifts in branded search and direct traffic in GA4.

Amplify (Pre-roll and Sponsorships): when do we recommend it?

How we manage Amplify (Pre-roll and Sponsorships)

1. Publisher and category checkWe get the current publisher and category list for Türkiye from our X representative.
2. Pre-roll or sponsorshipWe choose the model by budget, timeline and the need to be tied to specific content.
3. Cuts and billing pointWe prepare 6 and 15-second cuts and pick the view threshold that fits the goal.
4. Sponsorship calendarWe plan package talks, branded content approval and airing dates backward from the event.
5. Awareness measurementIf budget allows, we run a brand awareness survey with X while pre-roll is live, and after the campaign compare direct traffic in GA4 with reference weeks.

Amplify (Pre-roll and Sponsorships): metrics and requirements

The Brand Move X Team

To learn more about Amplify (Pre-roll and Sponsorships) or other X ad formats, contact The Brand Move X team today.

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