25/04/2013

By Kelvin Newman, SiteVisibility

Innovation and evolution are two words that will always be associated with our friends over at Twitter and that has been evident with its recent launch of Twitter Advertising.

This new service will bring with it keyword targeting in timelines, letting advertisers target users based on intent. It is quite a simple concept but one which is sure to change the face of the advertising and marketing industry once agencies and brands grasp this new means of targeting their audiences.

So how will it benefit both industries? Firstly, advertisers can reach users based on the keywords they use in their tweets along with which of those tweets people have engaged with.

This then has a direct impact on marketers who can then target audiences based on signals of intent, reaching them at the right moment with contextually relevant ads.

Let’s use an example:

If someone tweets about enjoying their favourite football team’s latest game and result, and that football team has a game approaching at a local venue — that venue can run a geotargeted campaign using keywords associated with that football team, with a tweet containing a link to buy tickets.

The person who originally tweeted the message will then see a Promoted Tweet in their timeline, alerting them to the fact tickets are on sale in their area. Clever, eh?

One concern users have expressed is that they don’t want to see more adverts. A concern extinguished by Twitter’s product manager for revenue, Nipoon Malhotra who commented: “Users won’t see any difference in their use of Twitter – we’re not showing ads more frequently in timelines, and users can still dismiss Promoted Tweets they don’t find relevant. In fact, we believe users’ experiences with ads will improve as a result of this feature as they see more relevant Promoted Tweets.”

Happy tweeting everyone!