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Twitter updates advertising system for targeted promotions

31 Aug 2012

Twitter has announced a sizeable overhaul to its adverting services by extending the scope of categories through which firms can promote messages on the platform.

Writing in a blog post the firm's director of product management, Kevin Weil, explained that advertisers can choose from 350 different subjects, from broad topics like ‘movies', ‘hobbies' or ‘pets' to segments within these categories, like ‘animation', ‘cartoons' and ‘dogs'

"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," said Weil.

"When people discover offers and messages about the things they care about on Twitter, it's good for both marketers and users."

He added that firms can also attempt to target the users of high-profile or relevant Twitter accounts by targeting a campaign at the followers of a specified @username.

"Custom segments let you reach users with similar interests to that @username's followers; they do not let you specifically target the followers of that @username," Weil said.

"If you're promoting your indie band's next tour, you can create a custom audience by adding @usernames of related bands, thus targeting users with the same taste in music.

"This new feature will help you reach beyond your followers and users with similar interests, and target the most relevant audience for your campaign."

Weil said beta tests of the new platform have seen "significantly increased audience reach" while other firms have been able to reach far more specific and relevant audiences using the @username promotion feature.

The firm has made the new system available from Friday for all advertising partners based on the success of these beta tests.

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Dan Worth

Dan Worth is the news editor for V3 having first joined the site as a reporter in November 2009. He specialises in a raft of areas including fixed and mobile telecoms, data protection, social media and government IT. Before joining V3 Dan covered communications technology, data handling and resilience in the emergency services sector on the BAPCO Journal

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