Twitter to let advertisers target users based on interest
Twitter is refining the way advertisers can target users, a move that could encourage more companies to advertise with the social network and boost its revenues.
The San Francisco company said marketers will now be able to send ads to Twitter users who are interested in the subject of the so-called “Promoted Tweets.” Marketers will be able to select from 350 interest categories to refine their ad campaigns.
“By targeting people’s topical interests, you will be able to connect with a greater number of users and deliver tailored messages to people who are more likely to engage with your Tweets,” the company said in a blog post Thursday.
As an example, Twitter said a marketer that is trying to promote an animated film about dogs could select the categories of “dogs,” “animation,” and “cartoons” to focus on users with those interests.
A screenshot shared by the company shows interests are broken up into categories and sub-categories. Among the categories included are “Music and radio,” “Science,” “Sports,” and “Style and fashion.” Some subcategories under the “Movies and television” category include “Horror,” “Comedy” and “Bollywood.”
Twitter said it’s been testing the new interest-targeted ads with a group of beta marketers, who have found that they can reach more people.
Along with the new ads, Twitter also said it is dropping the minimum price advertisers can bid for an ad campaign to one cent per Promoted Tweet, down from 50 cents.
Twitter auctions the ad because only one campaign is allowed per day.
Twitter’s lowering of the minimum bid could encourage more businesses and marketers to start advertising on Twitter.
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