Over the past year, Twitter has had a bit of a
growth problem, though ad revenues have shown nice growth. A new ad targeting option test released today gives marketers the ability to advertise to signed-out users, an addition that will help monetize traffic regardless of increased account growth.
The new targeting will allow advertisers to reach the 500+ million people who visit Twitter each month without logging in. Previously, Twitter couldn’t monetize this traffic, and advertisers couldn’t reach those visitors. The 500+ million number includes both those direct visitors on the Twitter.com domain and those who click through from a Google search result — essentially anyone who lands on a desktop version of a Twitter page:
Of course, targeting logged-out users may not be as lucrative to advertisers, as they won’t have access to the plethora of targeting and demographic options that Twitter offers for logged-in users. The announcement states that advertisers can “with a single click — expand their campaigns from Twitter to a much larger audience,” so expanding existing campaigns to the total Twitter audience could be completed with a mouse click.
The initial iteration of these ads will be only promoted Tweets and Videos on the desktop and web versions of profile pages and Tweet detail pages. The first locations that will have access will be the US, the UK, Japan and Australia, with more countries planned in the future.
For more information, please see the official Twitter Blog.
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