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Tag: Tailored Audiences

  • Twitter Launches Tailored Audiences From Mobile Apps

    Twitter Launches Tailored Audiences From Mobile Apps

    Twitter announced the launch of tailored audiences from mobile apps, enabling advertisers to create targetable audience segments based on mobile app actions (like installs, purchases, or sign-ups).

    This follows the recent news that Twitter would track which apps users have.

    “Tailored audiences from mobile apps can help you drive the highest possible ROI in your app install and app engagement campaigns,” Twitter’s Kelton Lynn tells advertisers. “You can ensure that your ads are not displayed to users who have already installed your app. And you can augment tailored audiences from mobile apps with look-alike targeting to reach high-value users most similar to those who have your app installed.”

    “In app engagement campaigns, you can use tailored audiences from mobile apps to connect with users at specific stages of your app marketing funnel,” Lynn adds. “For instance, you can target users who have installed your app but have not yet signed up or made a purchase.”

    Tailored audiences from mobile apps can be combined with others from lists, and website visitors. Segments are updated in real time.

    If you’re a user concerned about privacy, you can simply uncheck the box in your privacy settings next to “Tailor ads based on information shared by ads partners, just like always.

    Image via Twitter

  • Twitter Adds Tools To Tailored Audiences

    Twitter Adds Tools To Tailored Audiences

    Twitter announced an update to its Tailored Audiences ad targeting feature. It’s getting new stuff like audience list uploading, better audience management tools, new supported ID types, and better targeting in general.

    Twitter first made Tailored Audiences available globally in December. Now it has look-alike-only targeting, which lets you only target users similar to your tailored audience.

    As Twitter explains, “This lets you reach users who are most like your best existing customers, and is particularly useful for mobile app promotion campaigns to reach users similar to those who have already installed your app. To enable you to drive more efficient user acquisition, we’ve added the ability to exclude tailored audiences based on website visitors from campaigns using interest, keyword, TV and other tailored audiences.”

    The new Audience Manager tool shows you details on all audiences in one place, and lets you change or delete them.

    “To augment the total reach of tailored audiences you can create using your customer info, you can now build audiences using mobile phone numbers in addition to email addresses,’ says product manager Kelton Lynn. “We also support Apple iOS and Google Android mobile advertising IDs so you can create audiences of users with your apps installed or who take certain actions like viewing a product or achieving a level in your apps. We have extended this functionality to our Ads API so you can have the same functionality if you prefer to work directly with any of our Ads API partners.”

    Twitter also reminds us that users have privacy options related to this stuff. You can always uncheck the box in your privacy settings next to “Tailor ads based on information shared by ads partners”.

    Image via Twitter

  • Twitter Launches Website Tag For Remarketing

    Twitter announced the launch of a new website tag for remarketing, which will enable advertisers to create tailored audiences from the Twitter Ads interface.

    Twitter launched tailored audiences retargeting globally in December. This lets advertisers retarget ads to people who have visited their site or app. The new tag lets them do the same.

    “Starting today, advertisers who have already created a snippet of code (a tag) for conversion tracking can use it for website remarketing,” said Twitter product manager Abhishek Shrivastava. “If you haven’t obtained this tag yet, it’s easy to generate one in your Twitter Ads UI and use it to target Promoted Tweets and Promoted Accounts to users who have already shown interest in your brand by visiting your website.”

    “Suppose a surf shop wants to use Twitter Ads to grow its follower base and drive website traffic and conversions,” Shrivastava added. “The shop wants to show its ads to surfing enthusiasts who have recently visited its website. Once the shop places a website tag, Twitter can match users who visited that site to Twitter accounts using a browser cookie ID. This lets the shop show matched users Promoted Tweets and Promoted Accounts, resulting in a relevant, high-quality message to the user.”

    Advertisers will still be able to create tailored audiences through Twitter’s marketing platform partners.

    Twitter suggests you use tailored audiences in conjunction with its recently launched Website Card and conversion tracking.

    Image via Twitter

  • Twitter Tailored Audiences Now Let Advertisers Use Email Addresses,Twitter IDs

    Twitter announced some new features for advertisers today, specifically in the realm of tailored audiences.

    Twitter began testing tailored audiences ad retargeting back in the summer before making it globally available last month. The option enables advertisers to reach users who have shown interest in their brands or categories while they’re not actually on Twitter.

    For example, if a hotel can advertise to a person on Twitter who has recently visited its website.

    Now, Twitter is giving advertisers the ability to create tailored audiences based on CRM audiences and Twitter IDs. You can now create one from lists of email addresses from your CRM database or CRM database records. Likewise, you can create one from a list of Twitter IDs – either usernames or user IDs.

    “Let’s say a fashion retailer wants to advertise a spring clearance sale on Twitter, and they’d prefer to show their ad to current membership cardholders,” explains Twitter product manager Kelton Lynn. “To get the special offer to cardholders who are on Twitter, the retailer may share with us unreadable scrambles (called hashes) of the email addresses of its card members. We can then match that information to Twitter accounts in order to show the matched users a Promoted Tweet with the sale information.”

    “Suppose the aforementioned retailer wants to build relationships with new prospects on Twitter who are influencers in fashion,” Lynn says. “The retailer can use public information on Twitter like a user’s bio, follower count, verified status, or past Tweets — from Twitter or by using Twitter’s API or Certified Products — to identify the specific accounts on Twitter which are the most appropriate potential customers. The retailer may then use this list of Twitter ID’s to create a tailored audience through an ads partner, show those fashion influencers a Promoted Account and engage them as followers.”

    Twitter

    In addition to letting advertisers create tailored audiences based on CRM databases or Twitter IDs, Twitter is also letting them exclude selected CRM and Twitter ID audiences.

    Images via Twitter

  • Twitter Makes ‘Tailored Audiences’ Retargeting Available Globally

    Twitter began testing its “tailored audiences” ad retargeting back in the summer and has now announced the feature’s global availability.

    “With tailored audiences you can reach users on Twitter who have shown interest in your brand or your category even away from Twitter,” explains Twitter revenue product manager Abhishek Shrivastava. “Let’s say a hotel brand wants to advertise a promotion on Twitter and they’d prefer to show their ad to travel enthusiasts who have recently visited their website. To get the special offer to those people who are also on Twitter, the hotel brand may share with us browser-related information (browser cookie ID) through an ads partner. We can then match that information to Twitter accounts in order to show the matched users a Promoted Tweet with the travel deal. The end result is a highly relevant and useful message for the user.”

    Tailored Audiences

    “Targeting recent visitors to your website is just one way to use tailored audiences,” says Shrivastava. “We believe there are many other possibilities. Think of it as the way to define your own groups of existing and target customers, and connect with them on Twitter.”

    Advertisers will still get the same reports as usual, showing how many saw and clicked on an ad.

    If you’re concerned about privacy, you can uncheck the box next to “promoted content” in your privacy settings, and Twitter won’t match your account to info shared by partners for tailoring ads. If you have Do Not Track enabled, Twitter won’t use cookies.

    The company says results from early testing have been impressive. Brands include HubSpot, Krossover, New Relic, and Delta Air Lines and agency partner Digitas. Ads partners who have participated include Adara, AdRoll, BlueKai, Chango, DataXu, Dstillery, Lotame, Quantcast, ValueClick, and [x+1].

    Advertisers are being told to contact their account team for more info about getting started.