The added functionality will allow your favorite brands to take information they’ve amassed about you (in this case your email and phone number) and upload it to a list on Twitter or all the people it wants to send targeted ads to. Then Twitter will give that brand and the other companies vying for your attention an opportunity to bid for a spot in your Twitter stream.
“Its’ so hard to get organic reach now because there are so manny people fighting for attention and using all different kind of techniques. The best technique is using data to retarget,” says Dave Hendricks at LiveIntent, a company that develops software to place ads in digital newsletters (full disclosure: VentureBeat uses this platform for its newsletter).
It was once easy for brands to create Twitter and reach their consumers for free with tweets that would appear to their followers. But, as Hendricks said, there are a lot of people on Twitter hoping to grab your attention, so it’s not as easy as it once was to sell products on social media cache alone.
More and more companies are trying to refine targeting capabilities, not just based on the device a consumer is using, but based on specific information a brand has collected about a given consumer on customer relationship management systems. Big data is the way forward for advertising.
Facebook was really the first to endeavor into the mobile ad space with retargeted ads based on email and mobile information when it pushed into mobile a little more than two years ago. Twitter rolled out its Tailored Audience tool last December. This new feature will also includes “look-alike-only targeting,” which will allow advertisers to target consumers that are similar to the ones in their targeted lists.
Read more: Twitter refines its targeted ads in a new update
No comments:
Post a Comment