Postcode targeting turns Twitter into key general election battleground
Twitter has introduced a form of geo-targeted advertising ahead of the general election in May as it seeks to position itself as a key electioneering platform.
With polls showing both Conservatives and Labour in a dead heat the micro blogging site will let advertisers focus campaigns on individual postcodes to enable politicians to target swing seats.
In a blog post Gordon MacMillan, editorial manager of Twitter UK, wrote: “For political parties fighting on a national and constituency level, such exact targeting is another useful tool in the campaigning arsenal. In the UK, political parties or brands can already target by nine different regions. This includes the ability to focus Twitter Ads on distinct geographic regions areas, such as the East Midlands, the North West and South East England.
“Additionally, Twitter’s targeting product allows for organisations to target a variety of metro areas like Birmingham, Liverpool-Manchester, London or Glasgow.”
Twitter identifies three areas in which the new system could bring benefits; namely to respond to local issues, raise the profile of candidates and convey local messages.