This week, Twitter announced that all advertisers could now target their users based on their web behavior, through the use of tailored ads. These ads will allow a company like Sephora for instance to target Twitter users who have just visited their website or have joined their email-subscriber list.
Based on initial research by Hubspot, which provides tools for online marketers, these types of retargeted ads lead to 45% higher engagement rates for users who had recently visited advertisers' websites. This move is promising for Twitter - many companies are interested in linking customers' behavior across different devices and using this information to target them better. By requesting an email address of its users when they sign up, Twitter is able to link users' activity on the Web and mobile devices - providing valuable information for advertisers moving forward.
http://blogs.wsj.com/digits/2013/12/05/twitter-expands-ad-targeting-program/
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