Twitter’s advertising potential has grown exponentially with the announcement that it has extended its self-service ads platform from 33 countries to over 200, allowing small and medium-sized businesses to now run their own advertising.
The announcement was made on Twitter’s blog today where it unveiled details of the extension which includes an additional 86 territories in Asia gaining access to the service, a move which will help the social media platform’s push into the region. Other countries which will now have access to the service include Saudi Arabia, Costa Rica, Portugal, Afghanistan, Belize, Iceland and Pakistan.
Originally launched two years ago, Twitter ads for small and medium sized businesses (SMBs) has allowed brands to take advantage of the services creative, measurement, and targeting tools which in turn have helped drive website clicks or conversions, track app installs and re-engagements.
The service also gives brands the ability to create objective-based campaigns, allowing them to choose from a number of objectives and only pay for the actions that are aligned with their marketing objectives.
Some of the ad tools which will likely prove useful for advertisers include “website cards” for driving site traffic, “lead generation cards” to collect email addresses directly within a tweet and ads that promote app-installs or direct users to re-open an app.
In addition it will also help brands more accurately reach their target audience thanks to a number of targeting tools such as the event targeting feature which advertises to users engaging with live moments on Twitter. Audiences can also be reached through tools which focus on keyword, username, type of device, location and TV shows which are about to air.
The number of advertisers on Twitter has increased by 74 per cent since November last year and now sits at around 100,000, however it still lags behind Facebook which has close to 2 million SMBs. The extension of the service will be a huge boost to twitter as it looks to grow its mobile advertising which made up 88 per cent of its total ad revenue in the three months ending June.