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BizReport : Social Marketing : July 24, 2015

New Twitter tool enables advertisers to plan ahead for big events

Twitter has increased its appeal to marketers with the unveiling of a new way to connect with users surrounding big events and holidays.

by Helen Leggatt

At present, buying ads on Twitter for big events and holidays such as the Super Bowl and Mother's Day is a manual task. However, a new tool launched by Twitter will allow advertisers with a Twitter account to browse a calendar of events, analyze the audience size and run ad campaigns. Event targeting includes three primary tools: the event calendar, event insights and event activation.

Advertisers can easily determine which events to align themselves with by filtering date, location and type of event. Once they have determined a suitable event they can use previous year's data to find out more information on the audiences they seek to engage. Advertisers will also have access to historical data about how the event has previously performed and what keywords and hashtags were associated with it.

The new feature has been tested over the last few months with global agency MEC, tech company SocialCode, and Mindshare UK.

Dinkar Jain, senior product manager, posted in a recent blog that the new tool will help brands plan ahead and "create a campaign that delivers the right message to just the right users as the event unfolds".

qoppi /

Image via Shutterstock

Tags: advertising, event management, social media, targeting

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