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Twitter Unveils New Targeting Feature

Posted on 12.09.2014

Twitter has introduced a new way for advertisers to target consumers with the launch of a feature called “tailored audiences from mobile apps.”

This new targeting feature enables advertisers to create audience segments based on mobile app actions like an install, purchase or sign-up. According to the social network, the feature aims to help advertisers drive a higher ROI in their app install and app engagement campaigns. Moreover, advertisers will be able to ensure that their ads are not displayed to users who have already installed their app, as well as be able to augment tailored audiences from mobile apps with look-alike retargeting to reach users that are similar to those who have already installed the app.

“In app engagement campaigns, you can use tailored audiences from mobile apps to connect with users at specific stages of your app marketing funnel,” the Twitter Advertising Blog states. “For instance, you can target users who have installed your app but have not yet signed up or made a purchase.”

According to Twitter, advertisers can also combine different types of tailored audiences to maximize the reach and efficiency of their campaigns. The social network also notes that the new targeting feature has been tested with a handful of brands and has seen positive results. The feature is now available on the Twitter Ads conversion tracking page to all advertisers that have enabled conversion tracking for mobile apps.

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