On Wednesday, April 17, 2013, Twitter announced the newest feature Keyword Targeting in Timelines. This feature enables advertisers to run their advertisements based on tweets of the reported 500 million total users and over 200 million active users. It is available in the full Twitter Ads UI and through the Ads API. Twitter said that "This new feature enables advertisers to reach users based on the keywords in their recent Tweets and the Tweets with which users recently engaged. This is an important new capability – especially for those advertisers looking for signals of intent – because it lets marketers reach users at the right moment, in the right context."
How it works is for example a user will tweet about enjoying a pair of running shoes recently bought. Through a geotargeted campaign using keywords, the user may see a Promoted Tweet of that brand having a sale nearby - the user may then be able to retweet or share this to interested followers wanting to buy the pair. Of course this not only works for items bought, it also works for craving products and services such as a specific drink or a massage service.
Twitter promised that users won't see any difference on the application and ads are not shown frequently, plus users will have a way of dismissing Promoted Tweets if they find it irrelevant. They collaborated with test partners such as GoPro (@GoPro), a leader in wearable and gear-mountable cameras to ensure that the implementation and API will deliver promising results.
Furthermore, Twitter expressed their excitement as to how advertisers will take advantage of this new feature. It is by the thorough and active use of advertisers that paid ads such as Google Adwords transformed to how it is today. With Twitter's whopping number of over 400 million tweets per day, this is an avenue where advertisers should really consider to be dabbling on - a great option or addition to investing in search and display ads.
No comments:
Post a Comment