Twitter has rolled out geo-targeting in the U.K. for all its ad products and partnered with British TV network Sky on its first ad campaign aimed at users there. Ads promote the new season of Glee, which debuts Thursday night.
Twitter has offered some location targeting since late March, when it rolled out geo-targeting for Promoted Tweets and Promoted Accounts. Today's announcement marks the first time it has enabled delivery of Promoted Trends to an individual country.
Sky will use the new functionality to spread the word about Glee’s latest season in the U.K. with a handle - @gleeonsky - and a hashtag -- #gleeonsky – as well as Promoted Tweets.
“Other than being huge Gleeks ourselves, we’re excited they’re using our full suite of Promoted Products to increase awareness of and conversation around the show among people in the U.K.,” Twitter said in a blog post.
Other advertisers are lined up. Tony Wang, Twitter’s general manager for the U.K., said in a prepared statement that Twitter will be “rolling out and testing this new offering” with partners including BT, Electronic Arts, Eurostar and Paramount Pictures U.K.
When Twitter introduced Promoted Tweets, Promoted Trends and Promoted Accounts to U.S. advertisers slightly more than a year ago, the products were directed at Twitter’s worldwide audience of more than 100 million users, according to the U.K. blog. But now U.K. brands can target their products to consumers in their home country.
A local sales team has been in place in the U.K. since September 12, per a tweet from Twitter’s revenue head, Adam Bain. The blog post says this team means Twitter “can provide local support for a wider audience of brands who appreciate the simplicity of using Twitter to engage directly with users.”
The blog cites previous promotional successes on Twitter from U.K. brands, businesses and charitable organizations, including sneak peeks at fashions from Burberry in its Tweetwalk Show during London Fashion Week; exclusive content from the BBC dancing show Strictly Come Dancing (which includes judges Len Goodman and Bruno Tonioli from ABC’s Dancing with the Stars in the U.S.); offers for sale fares from Virgin Atlantic; and safety alerts from U.K. government offices.
The move comes after Twitter has seen a 95 percent increase in active users since January 1. In addition, Twitter acquired London start-up Tweetdeck in May.
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March 19, 2014