Twitter has introduced an enhancement to its app promotion suite called tailored audiences, designed to give advertisers more access to relevant user data, which it hopes will prompt them to run more campaigns through the social network.
Using Twitter’s tailored audiences, advertisers can ensure ads for specific apps are not shown to people who’ve already installed it, but instead pushed to high-value users who closely match those existing profiles. It’s possible to isolate users based on interests, geographic location, and keyword usage.
How Twitter sees tailored audiences benefitting advertisers
Outside of finding new customers, tailored audiences also enhances engagement with those who may have installed the app, but have yet to use it, or to make any purchases through it.
Additionally, Twitter’s new feature helps ad campaigns reach more people, by allowing advertisers to combine different sources – mobile, websites, and other listings – into the tailored audiences system. All segments update in real time for maximum efficiency with the minimum of time-consuming management.
Twitter has been testing tailored audiences with a selection of brands, including mobile rebate firm Ibotta.
The company’s VP of marketing, Rich Donahue, had this to say about it:
“We’re strong believers in remarketing to our mobile users and are excited to use tailored audiences from mobile apps to encourage our users to sign up, engage, and redeem rebates.”
Advertisers can gain access to all this additional data provided the Twitter subscriber hasn’t opted out of Internet based advertising, unticked the option for receiving ads based on shared information, or ticked the limit ad tracking box inside the mobile app.
Twitter launched its updated mobile app advertising network in mid-2014, after acquiring MoPub last year, and claims to reach more than a billion unique devices.