While Twitter already offers ads targeting by gender, device, keywords, as well as TV shows, AdAge reports that the social network may be offering ads based on designated latitudes and longitudes, possibly as early as the end of this year.
Using the new geo-targeted ad options, brands could drive more in-store traffic by posting tweets to users who are within close range of a specific location via their Twitter mobile app. An end of the year launch could mean new ad possibilities for retailers wanting to push foot-traffic during the holiday shopping season. According to the report on AdAge, Twitter declined to comment on the availability of the geo-targeted ads.
Unlike Facebook which has allowed advertisers to target their ads by zip codes since 2011, Twitter currently only offers location-based ads targeted to metro areas.
Sephora’s VP-interactive media told AdAdge that her company has used social media advertising sparingly, but sees the potential of geo-targeted Twitter ads. “Whether you’re looking at your phone because something popped up from [Apple's] Passbook or you’re on Twitter, I think geo-local is going to help drive store traffic,” said Dolan.
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