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."
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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.
March 19, 2014