The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Twitter

Twitter rolls out Tailored Audiences advertising proposition

Author

By Stephen Lepitak, -

December 5, 2013 | 2 min read

Twitter has rolled out a new advertising proposition to allow brands to be able to define their own groups of existing and potential customers and target them through relevant messaging on the platform.

Tailored Audiences, which was originally announced in July,will allow brands to run promotions to users who may recently have visited their website, should it choose to share the browser cookie ID, matching the information to relevant Twitter accounts.

According to product manager, revenue for Twitter, Abhishek Shrivastava: "We have seen impressive results from those advertisers in our beta test using the tailored audiences program over several months’ time."

Shrivastava added that HubSpot, the inbound marketing software platform, an early beta tester, saw engagement rates increase by almost half (45 per cent) through the use of Tailored Audience campaigns. Meanwhile, Krossover, the sports video analysis firm, was said to have decreased its cost per customer acquisition rate by 74 per cent.

Digitas also participated in the beta test for its client Delta Airlines, with Breanne Loso, a media planner at the agency, having said: "The ability to hone in on a very specific audience segment, such as recent flight searchers or recent flight bookers, and continue a conversation with them while on the go and within the social space is a fairly unique and powerful offering."

Advertising partners also working on bringing the product to market included; Adara, AdRoll, BlueKai, Chango, DataXu, Dstillery, Lotame, Quantcast, ValueClick, and [x+1].

Shrivastava continued to state that Twitter was aiming to make adverts "more tailored" to audiences, while providing "simple and meaningful" privacy choices, with a Do Not Track function included.

Twitter

More from Twitter

View all

Trending

Industry insights

View all
Add your own content +