Twitter Inc (NYSE:TWTR) is taking their advertising initiatives a step farther. The social media giant just launched a tailored audiences program which will out to possible customers who previously expressed interest outside Twitter.
Twitter’s tailored audiences for advertisement
The website’s official blog offered the following:
“With tailored audiences you can reach users on Twitter who have shown interest in your brand or your category even away from Twitter. 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. Advertisers will continue to receive the same reports that include how many users saw or clicked on an ad, without identifying who saw it or clicked on it.”
Beta test with HubSpot gave impressive result
Twitter Inc (NYSE:TWTR) noted that they are impressed with the results from their beta test, most particularly with HubSpot. They reached those who recently viewed the web property with promoted tweets to the website. Subsequently, HubSpot saw a significant increase of 45% with tailored campaigns. New Relic (enterprise app performance management) saw a 195% conversion rate from targeted visitors.
For users who don’t want to be bombarded with targeted advertisements, Twitter Inc (NYSE:TWTR) allows users to uncheck the “promoted content” box located their privacy settings. And since the social media giant supports Do Not Track, if a user has DNT enable on their browser. Twitter will not receive browser cookie IDs from their advertising partners.