Twitter today unveiled a new advertising tool that will let companies target their tweets at specific users.
With targeted tweets, companies can post messages that only appear for users in specific regions or on certain devices.
"Until today, it's been impractical to send these kinds of highly tailored Tweets, since there was no way to reach people in New York without also reaching followers in Norway, Nebraska and Nigeria who can't take advantage of your offer," Twitter said in a blog post.
Going forward, however, global brands can send tweets at different times with tailored messages for specific countries. "Mobile app providers who only want to reach customers on one device can do so without also sending the message to desktop users," Twitter said.
The micro-blogging service has been testing targeted tweets for several weeks with companies like British Airways, Coca Cola, The Washington Post, and Wendy's. It is now available to global advertisers who use Twitter's Promoted Tweets platform through a newly enhanced tweet box on ads.twitter.com.
Twitter pointed to a recent tweet from British Airways targeted at UK users, which said: "Our ad shows our plane in London. But it can go all over the UK. Enter FYI14BJ & see where we are now."
"As with all Promoted Tweets, advertisers only pay when users engage with it, and Tweets that generate the most engagement are likely to appear more often," Twitter said. "Simply put, advertisers are rewarded for messages that resonate with audiences."
Twitter has gradually ramped up its advertising program. It debuted promoted tweets, or tweets that brands pay to have included in the timeline, almost two years ago, and added promoted tweets to its trending topics a few months later.
Last month, Twitter CEO Dick Costolo said the company's mobile platform had surpassed its website in generating advertising revenue.
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