Twitter Lets Advertisers Reach 'Partner Audiences'

Chris CrumAdvertising

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Twitter announced a new offering for its advertisers, enabling them to reach people from audiences created by its Marketing Platform partners. Advertisers will be able to target Twitter Ads at users who have shown "powerful signals of intent" off of Twitter.

"For example, by using a partner to provide the desired audience, an auto brand can connect with audiences that are in-market for a new car," says product manager Kyle Boston. "A CPG company can reach customers that have previously purchased products in their category. And luxury brands can limit campaigns to shoppers who earn a household income above a certain threshold."

Partner audiences can be combined with look-alike targeting, and advertisers can exclude partner audiences from campaigns if they want.

There are over 1,000 partner audiences from Acxiom and Datalogix alone, which are already accessible via the Twitter Ads interface. You can find them in a new section of the campaign creation page called behaviors.

"Over the last few months, we’ve heard how targeting partner audiences has helped brands connect with the right people on Twitter," says Boston. "Nestle’s @Butterfinger leveraged partner audiences for the launch of its new product, Butterfinger Cup Minis. By targeting Promoted Tweets to Twitter users who frequently purchase peanut butter candy in grocery stores, convenience stores and other in-store destinations, @Butterfinger achieved a 52% lift in engagement rate compared to Nestle’s overall performance in 2014."

For users worried about privacy, Twitter says users can uncheck the box in their privacy settings for "Tailor ads based on information shared by ad partners".

Twitter also notes that there's a minimum audience size for tailored audiences, so this prevents targeting that's too specific.

Image via Twitter

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.