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BizReport : Advertising archives : December 06, 2013

Twitter ups ad relevancy with Tailored Audiences

Marketers can now reach users on Twitter who have previously shown interest in their brand or product online and the results from beta testing show just how effective retargeting on the social platform can be.

by Helen Leggatt

Twitter has announced that their retargeted ads product, 'Tailored Audiences', is now out of beta and available globally.

The new feature uses browser cookie IDs to enable marketers to retarget Twitter users who have visited a website. This will allow specific audience segmentation and targeting and has already shown to be effective during beta testing.

HubSpot, an inbound marketing software platform, targeted recent visitors to their website and saw engagement rates rise 45%. Technology firm Krossover used Tailored Audiences to decrease cost per customer acquisition by 74%. Conversion rates rose 195% for enterprise app performance management firm New Relic.

"We were pleased with the campaign's initial performance and excited about the opportunities that the tailored audiences feature represents moving into 2014," said Breanne Loso, Media Planner for Digitas, who participated in the three month beta test with client Delta Airlines.

"The ability to hone in on a very specific audience segment, such as recent flight searchers or recent flight bookers, and continue a conversation with them while on the go and within the social space is a fairly unique and powerful offering."

A recent survey from financial firm Piper Jaffray revealed that Twitter is now more popular among U.S. teens than Facebook. Just over a quarter of teens (26%) prefer Twitter compared with 23% who prefer Facebook. The survey shows a shift in preferences compared with a survey earlier this year in which Facebook was preferred over Twitter by 33% to 30%.

Image via Shutterstock

Tags: cookie trends, retargeting, social media, Twitter

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