News Byte: Twitter Rolls Out Targeted Ad Service

Share this content:
Audience segmentation takes wing on Twitter.
Audience segmentation takes wing on Twitter.

Twitter announced a system-wide rollout of its tailored audiences service, expanding marketers' reach for targeted messaging to Twitter's 218 million subscribers.

The service allows advertisers to call upon behavioral data to deliver targeted, real-time messaging to prospects and customers via promoted tweets. A blog published on the Twitter site today uses the example of a vacation shopper visiting the site of a Hawaiian hotel. The chain that owns the hotel can inform Twitter to include that user in its Hawaiian hotel audience, and that prospect will receive promoted tweets with offers for room packages.

Marketers can also bring third-party customer data to bear to target tweets using the services of Blue Kai, which partners with Twitter on tailored audiences. “Our clients can target people who are on the web shopping for a new car and we can transfer that information to Twitter that day to push out tweets,” says Blue Kai Chief Product Officer Alex Hooshmand. “We can also get back to clients with analytics profiling the people who engaged with their native ads.”

Twitter claims that, in beta tests of the tailored audience service, software provider HubSpot realized a 45% lift in engagement rates and app developer New Relic increased conversion rates by 195%.

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above