Twitter has launched a new form of targeted advertising, letting firms deliver “promoted tweets” to its users based on interest they have shown across their entire web browsing history. The ‘tailored audiences’ service, initially tested back in July, is now available globally, as “a new way for advertisers to define your own groups of existing […]
Twitter has launched a new form of targeted advertising, letting firms deliver “promoted tweets” to its users based on interest they have shown across their entire web browsing history.
The ‘tailored audiences’ service, initially tested back in July, is now available globally, as “a new way for advertisers to define your own groups of existing and potential customers, and connect with them on Twitter with relevant messages,” the company said yesterday.
The tool can match advertisers and customers who have visited that company’s website, without necessarily clicking on a Twitter link.
Case studies
Twitter claims firms that tested the new ‘tailored audiences’ saw ‘impressive results’. Inbound marketing software platform HubSpot saw a lift in engagement rates of 45% with tailored audience campaigns over their historical averages.
Krossover, a technology company that analyzes game video for sports coaches, used tailored audiences to drive a 74% decrease in cost per customer acquisition (CPA).
Enterprise app performance management company New Relic saw 195% higher conversion rates targeting their website visitors during the beta. We’re excited about the possibilities that tailored audiences will open up for marketers with direct response objectives.
Additionally, Delta Air Lines and their agency partner Digitas participated in the beta testing of tailored audiences. “We were pleased with the campaign’s initial performance and excited about the opportunities that the tailored audiences feature represents moving into 2014. The ability to hone in on a very specific audience segment, such as recent flight searchers or recent flight bookers, and continue a conversation with them while on the go and within the social space is a fairly unique and powerful offering,” said Breanne Loso, Media Planner for Digitas.
Privacy controls
Twitter is quick to mention that if a user wants to opt out of its highly-targeted ads, they need to uncheck the promoted content box within their privacy settings.
It also reiterates its support of Do Not Track, and says that it will not receive any cookie IDs if they already have DNT enabled in your browser.
The move comes a month after the social network raised some $1.8 billion in its inital public offering, despite doubts about its ability to generate profits after years of losses. This program is among several aimed at monetising the popular messaging platform with more than 200 million users.
Twitter separately announced the appointment of its first woman board member in a gender breakthrough at the globally popular one-to-many messaging service.
London publishing executive Marjorie Scardino has been named as the eighth board member of the San Francisco-based company.
“Thank you,” 66-year-old Scardino said in a message fired off at her @marjscar Twitter account. “There couldn’t be a more exciting time in Twitter’s history to join.
Read the full blog announcement here
