Twitter opens up interest-based ad feature after successful beta test

Advertisers will be able to target Twitter users based on who they follow and their interests

Twitter will allow advertisers to target users based on their interests following a successful test of a new advertising feature, the company said on Thursday.

The feature adds to Twitter's other advertising offerings, including Promoted Tweets, Promoted Accounts and Promoted Trends, as it seeks to make the platform productive for advertisers while not alienating its users.

During the beta test, advertisers saw "high engagement rates because they are reaching users who are interested in their content," wrote Kevin Weil, director of product management. "Given these early results, we're excited to make interest targeting available today."

Advertisers will be able to do two kinds of interest targeting. They can target tweets at users who fall into some 350 categories they're interested in, such as "science," "animation, "movies and radio" and more.

More precise targeting can be achieved with "custom segments," where an advertisers can associate certain "@usernames" that are relevant to their product or service with their campaign.

That kind of targeting, however, does not allow for specific targeting of the followers of the particular @username specified, Weil wrote.

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

In other news, Weil wrote that Twitter was dropping its minimum bid for its Promoted products, which are sold by action, to $.01. The new lower bid, Weil wrote, will mean a better return on investment for advertisers and their campaigns.

Send news tips and comments to jeremy_kirk@idg.com

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Jeremy Kirk

IDG News Service
Show Comments

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

David Coyle

Brother PocketJet PJ-773 A4 Portable Thermal Printer

I rate the printer as a 5 out of 5 stars as it has been able to fit seamlessly into my busy and mobile lifestyle.

Kurt Hegetschweiler

Brother PocketJet PJ-773 A4 Portable Thermal Printer

It’s perfect for mobile workers. Just take it out — it’s small enough to sit anywhere — turn it on, load a sheet of paper, and start printing.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?