Twitter continues to expand the effectiveness of “promoted tweets” (also known as ads), and today they are announcing a pretty significant new feature for advertisers
Twitter today unveiled a new advertising tool that will let companies target their tweets at specific users. With targeted tweets, companies can post messages that only appear for users in specific regions or on certain devices.
"What if you want to make an offer just to New York Twitter users? Until today, it's been impractical to send these kinds of highly tailored Tweets, since there was no way to reach people in New York without also reaching followers in Norway, Nebraska and Nigeria who can't take advantage of your offer," Kevin Weil, a Twitter product manager, wrote in a blog post.
This advertising tool is meant to appeal to global brands, enabling them to send messages at different times and for users in different countries.
The micro-blogging service has been testing targeted tweets for several weeks with companies like British Airways, Coca Cola, The Washington Post, and Wendy's. It is now available to global advertisers who use Twitter's Promoted Tweets platform via a newly enhanced tweet box on ads.twitter.com.
Twitter has gradually ramped up its advertising program. Earlier, in February, Twitter began showing promoted tweets in their iOS and Android apps. In the past few months, they’ve also begun to allow advertisers to target users outside of their existing followers as well as target them based on their device.
Companies can also choose which platform to send to, so if mobile app providers only want to reach mobile users versus desktop users, they can. It's not clear if they will target users using any other data, but we have a message into Twitter and will update if we get more information.
April 22, 2013, 5:55 am UTC
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