Next step in evolution of year-old ad platform.
Twitter is running its first test of ad geotargeting, an important evolution of its year-old "Promoted Products" marketing platform. If adopted widely, the capability could clear the way for small and mid-sized advertisers to promote themselves on Twitter via paid placements, and for national advertisers to customize ad messaging by region.
The test applies to Twitter's Promoted Accounts and Promoted Tweets ad products, but not to its most visible Promoted Trends ads. Trial advertisers will be able to target Promoted Accounts ads by country while Promoted Tweets can be more granular -supporting either country or metro area delivery in the U.S. The company would not disclose specific advertisers in the test, nor would it say how many users or advertisers were involved.
Twitter said in a statement, "We continuously launch features to enhance the advertising experience on Twitter. As with all of our advertising efforts, we are watching this test closely and will use feedback from advertisers and Twitter users to fine-tune and iterate on the feature."
The absence of geotargeting has for many months been a glaring omission from Twitter's ad menu. Buyers of its Promoted Tweets and Promoted Accounts ads are granted some interest-level targeting, but Promoted Trends advertisers can only run global ad placements. These reach all Twitter.com visitors and range in price from $70,000 to $120,000. The fact that Promoted Trends is excluded from the current geotargeting ad test suggests Twitter is holding that placement in reserve for large national and global advertisers.
AllThingsD first reported the news.
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.
September 9, 2015
12pm ET/9am PT
September 16, 2015
12pm ET/9am PT
September 23, 2015
12pm ET/ 9am PT