Twitter’s advertisers have new targeting capabilities that will let them advertise directly and only to mobile users … or just to desktop users, if they prefer.
The company has just announced an expansion of its mobile Promoted Tweets ad product, and it includes mobile-specific targeting.
“…brands can target their campaigns specifically to desktop computers and laptops, iOS, Android, and other mobile devices. Or, the default setting setting simply targets campaigns to users across all devices.”
Twitter has previously revealed that 55 percent of its active users access Twitter via mobile devices, so this is an important option for advertisers.
Also announced today is an expansion of the mobile Promoted Tweets ad product itself. When it was announced a couple weeks ago, those mobile ads only appeared in a user’s timeline if the user was already following the advertiser. Now, mobile Promoted Tweets will show in more timelines — not just if you’re following the advertiser, but also if you “share similar interests with [an advertiser's] existing followers.”
In an email, Twitter emphasized that the ad experience won’t change: Promoted Tweets will only appear in a user’s timeline once and will flow through the timeline like any other tweet.