Twitter has added new advertising targeting options to advertisers including the ability to target specific wireless carriers as well as the ability to target users on the mobile devices.
If Twitter knows that someone has a new iPhone, because the first time Twitter has seen a person log into twitter from that device, it encourages other advertisers with apps to target that user, since they likely won’t have all the apps they want on the phone.
You also make specifications regarding whether to include or exclude those who use Twitter on a new device within a set period.
The ability to target wireless carriers is an interesting one as it opens up the ability for people to target specific wireless carriers to try and win them away with a better deal, or even as a way for wireless carriers to target their own users with things like phone upgrade deals or to encourage them to add a tablet or unlimited data to their current plan.
In their blog post, Twitter includes quotes describing specific advertisers ad campaigns using these new targeting options and the results.
For instance, @TMobile used carrier targeting to tailor their Promoted Tweets to new and existing customers. Peter DeLuca, T-Mobile’s senior vice president of brand and advertising, explains:
“Twitter is blazing a new trail in the social space with this type of targeting and our early results are very positive,” DeLuca explained. “More importantly, it’s really helped us extend our Un-Carrier approach of directly speaking to existing and potential customers – and we plan on continuing to refine and expand those efforts.”
Mobile payments app @GoSoftcard drove installs of the different versions of their app designed for several carriers. Jeffrey Mack, head of social media, reports that carrier targeting helped them overcome major hurdles:
“Softcard has a unique challenge in that we have three separate versions of our app, which are all mobile carrier-specific,” Mack began. “Our biggest challenge in the past was effectively running digital acquisition campaigns where we could push a new user to the correct version of the app. With carrier targeting on Twitter we’ve been able to overcome that challenge in a big way.”
Canada’s largest carrier @RogersBuzz used carrier targeting to connect directly with their customers on Twitter. Chief Brand Officer Dale Hooper tells us:
“With carrier targeting, we’ve been able to speak to our customers in a more meaningful way when travel and purchase decisions are top of mind for them, while also ensuring the media spend is efficient. This campaign marks one of the biggest investments we’ve made in Twitter to date, and the results so far are great; exceeding the telecom threshold by 10 per cent in English Canada, and 30 per cent in French Canada.”
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