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Twitter Ads Get More Targeted

Posted on 11.15.2013

Twitter has had an eventful November – not only did the company file its IPO, but it also launced a new and pretty cool Custom Timeline feature. The announcements, however, don’t end there, because the social network has just introduced new mobile targeting filters that allow advertisers to reach mobile users by device, OS version and WiFi.

Previously, Twitter enabled advertisers to reach mobile users by targeting their operating system. Now, the company is offering more flexibility to this capability by allowing advertisers to segment audiences on iOS and Android based on operating system version, specific device and WiFi connectivity. In addition, Twitter is introducing reporting analytics for these targeting types across campaigns.

“Twitter was born mobile: People reach for Twitter on the couch, on the move, and in the moment,” the Twitter blog states. “There are 230 million users globally, and 76% access Twitter on a mobile device.”

The new targeting filters aim to help advertisers reach the consumers who are most important to them. For example, if your demographic data reveals that most of your brand’s purchasing consumers have an iPhone 4s that is running version iOS 7, then your advertising campaign is likely to obtain the best ROI when you target this customer segment. Plus, the new reporting will give advertisers better insights into the OS versions and devices that consumers are using to engage with their campaigns. This data can then be used to optimize future initiatives.

The new targeting capabilities are currently available to all advertisers under the standard mobile targeting filters in the campaign setup. It is important to note that the targeting will also be available through Twitter’s Ads API partners soon.

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