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Twitter improves targeting for advertisers

Twitter continues to expand its advertising offering as it woos brands to spend in 140 characters or less. The upgrade this week comes in the form of improved targeting.

Stay on target

This week Twitter announced brands can now target ads based on two new metrics: interests and by device.

For interests, brands now have the ability to target ads based on the people and products a user is following. For example, a sports retailer can target users who follow Chris Judd, or the AFL. Brands can also chose from over 350 categories to further refine their audience.

For devices, a brand promoting, for example, an Android product can now direct their ad solely to users on Android devices, rather than iOS users.

Needle in the haystack

The new targeting is good news for brands, as it helps identify key audiences rather than blasting out a message that may quickly get lost in maelstrom of tweets.

It can be good for users too – Chris Judd fans might not be seeing ads for Rugby League in the not-too-distant future.

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