Marketers Can Target Ads Based On Consumers’ Interests Via Twitter13 Sep, 2012 By: Doug McPherson
SAN FRANCISCO – Twitter has announced marketers can use the company’s “microblogging platform” to send ads to its 140 million monthly users based on their interests. Marketers can choose interests from 350 categories or create custom targets by identifying key terms that are relevant to their products.
In July, Twitter’s microblogging service began letting marketers target consumers based on their location. This latest offering is the first time Twitter has offered advertising based on consumers’ interests.
Andrew Chang, a product marketing manager for Twitter, says on the company’s blog that two new enhancements have been released: Marketers can now follow their Twitter audience growth over time; and advertisers can manually choose Tweets (in addition to automatic selection) to promote from among their most engaging Tweets. With the manual option, advertisers can select a few Tweets for promotion or even Tweet from within the interface.
Kevin Weil, Twitter’s product manager, wrote in his blog post: “By targeting people’s topical interests, you will be able to connect with a greater number of users and deliver tailored messages to people who are more likely to engage with your tweets. When people discover offers and messages about the things they care about on Twitter, it’s good for both marketers and users.”
Twitter’s ad revenue is projected to hit $259.9 million in 2012, according to research firm eMarketer.