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Twitter Adds Custom Timelines, Enhances Mobile Ad Targeting

  |  November 14, 2013   |  Comments

Notable updates via Twitter this week include custom timelines that let publishers leverage an API to create and share timelines around specific topics, and more granular mobile targeting for advertisers by device type and wifi connection.

On the heels of its initial public offering, Twitter has released new features that give more flexibility to publishers and more control to advertisers. First, custom timelines allow publishers to create and share timelines related to the topic of their choosing. And for advertisers, Twitter just got savvier in mobile by adding device type and wifi connectivity to its targeting.

Custom Timelines

Custom timelines allow publishers to create and share Twitter timelines with their own pages around a topic users care about. From Twitter:

Share the best Tweets about a topic you care about, or an event – planned or unplanned – that’s happening right now. Whether you want to collect the best Tweets about a TV show or help people find the latest information about fast-moving real-time situations, custom timelines let you give everyone a place to follow along.

Here's an example of a custom Twitter timelines called "Music":

custom-timelines-twitter

You can check out others, like Carson Daly’s timeline for "The Voice" or The Guardian’s Q&A timeline

The custom timelines API beta allows publishers to create timelines based on the logic they choose. So the rules for what tweets show in the custom timeline are up to the creator. 

Custom timelines can be created and managed from TweetDeck, and embedded and shared on the web. 

Enhanced Mobile Targeting

Prior to this week’s announcement on enhanced mobile features, advertisers had the ability to target mobile users by operating system; but now, mobile targeting is more granular with the ability to segment audiences on Android and iOS by operating system version, device type and WiFi connectivity. 

enhanced-mobile-targeting-twitter

Twitter said there are many benefits to this, including:

Mobile app marketers can now reach users who have compatible OS versions, ideal device types for app usage with high connectivity to prompt a new download or re-engagement through an app card.
Telco marketers can now promote loyalty and rewards to users on their specific devices, or reach new prospects on older devices.
All marketers can focus their campaigns on users with device models that are indicative of demographics which align with their campaign goals.

Advertisers can track the new segmentation in their Twitter analytics.

This article was originally published on Search Engine Watch.

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ABOUT THE AUTHOR

Jessica Lee

Jessica Lee is a marketer specializing in web content strategy and B2B/B2C writing. Since 2005, Jessica has been in the business of content and communications, with the past several years focused on the web marketing space.

Prior to launching her consulting business, bizbuzzcontent, Jessica was responsible for content strategy, development and marketing for Bruce Clay Inc. – a global SEO firm, where she served small businesses and Fortune 500 clients. Jessica's background also includes positions in traditional marketing, communications, broadcasting and publishing.

Jessica has a bachelor's in communications and public relations from San Diego State University. She also contributed to the book “Search Engine Optimization All-in-One For Dummies” 2nd edition.

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