Twitter Introduces Keyword Targeted Advertising

Fri 19 April 2013 16:40, Seema Sanghavi

Recently announced, Twitter has now added a new layer of its advertising platform that will let partner advertisers target ads based on the content of tweets. Marketers can set up a campaign to target keywords similarly to setting up a search. They enter specific keywords, choose the phrase match or unordered keyword match option, specify other targets like geographic location, device, and gender, and start advertising. This targeting function is available in the full Twitter Ads UI and through the Ads API.  It is also available in all languages and markets where Twitter Ads are supported.

Twitter Introduces Keyword Targeted Advertising

Reported in Tech Crunch, many estimate that Twitter’s advertising business could reach $1 billion in revenue this year.  Now brands can plan and serve ads to you based on specific words in your tweets. The company is careful to highlight that this will not mean more ads for its users but simply ads that are more specific to what you mention on the site. Announced on Twitter’s blog, the company believes one of the most important aspects of this new feature is that it will allow advertisers to target intent. 

ChartOfTheDay_608_Twitter_s_global_advertising_revenue_from_2010_to_2014_n

According to Tech Crunch, what this feature does not address is that there are many people who use Twitter but do not tweet themselves. The article also questions the feature’s ability to follow up fast enough with what a user tweets about given that the content of the tweet may not stay in their mind for long. According to Sky News, Twitter says its testing show keyword targeting makes users more likely to click on adverts and perhaps make a purchase or visit an external site. Reportedly the company is rumoured to be eyeing a stock market flotation and a big boost in advertising revenue would help increase its potential value. According to marketing experts, the company's advertising revenue has risen rapidly in recent years.

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So how this will exactly look like for Twitter users? Let’s say you tweet about Madonna and she happens to be touring in your area. A tweet could show up containing links to buy concert tickets. That promoted message would show up in your timeline, prompting you to purchase tickets, or perhaps share the details of the show.  According to the company, users will not see any changes to their Twitter feed.

I think this feature could be a big thing for Twitter. The more targeted the advertising, the better the campaign results, right? It also seems to not be so interfering for the social network’s users. My only question as a Twitter user is, will you have the option to opt out of seeing the promoted messages?

Sources:

  • Techcrunch.com
  • www.pcmag.com
  • news.sky.com


Images:

  • http://marketingland.com/twitter-expands-keyword-ad-targeting-to-user-timelines-40353
  • http://www.linkedin.com/today/marketing_and_advertising
  • http://www.sitepronews.com/2013/04/08/twitter-ad-revenue-tipped-to-double-in-2013/

 


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