Advertisers can geo-target without first sending a tweet to all followers.
Today, Twitter announced it will let global advertisers reach specific audiences on Twitter without first sending a tweet to all followers.
In a blog post, product manager Kevin Weil said that global brands using Promoted Tweets can now send tailored messages at different times and customized for users in different countries. With election season in full gear, the capability will come in handy for political advertisers looking to target specific messages to voters in key states and cities.
British Airways, Coca Cola, the Washington Post and Wendy's have beta-tested the targeting for several weeks, according to the blog post, and the feature is now available to all Promoted Tweets customers. Advertisers can compose targeted Tweets using the newly enhanced Tweet box in ads.twitter.com.
According to a Twitter spokesperson, tweets can be aimed to standard metropolitan areas in the U.S. Twitter enables only country-based targeting outside the U.S. Currently, advertisers can target tweets by location or to specific devices and platforms, and to profile pages segmented by location. They can also target users that have similar characteristics to existing followers, and segment by geography, device and platform.
Weil also wrote, "Mobile app providers who only want to reach customers on one device can do so without also sending the message to desktop users."
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.