Twitter continues to expand the effectiveness of "promoted tweets" (also known as ads), and today they are announcing a pretty significant new feature for advertisers.
As of today, brands can target Twitter users by location with their promoted tweets. For instance, if a brand wants to promote a tweet concerning a promotion that's only taking place in Los Angeles - they can promote the tweet to their users in the L.A. area, or California or however specific of a location they wish.
From the Twitter Advertising blog:
Today we’re introducing targeted Tweets, an enhancement that enables brands to reach specific audiences on Twitter without first sending a Tweet to all followers. Now global brands that have different launch dates for several countries can send tailored messages at different times, customized for the users in each country. Mobile app providers who only want to reach customers on one device can do so without also sending the message to desktop users.
Twitter first tested this feature with some big global brands like Coca-Cola and Wendy's, but now the feature is available to all advertisers.
Twitter also reminds advertisers that they are rewarded for promoted tweets that see the most user engagement.
Advertisers can compose targeted Tweets using the newly enhanced Tweet box in ads.twitter.com. As with all Promoted Tweets, advertisers only pay when users engage with it, and Tweets that generate the most engagement are likely to appear more often. Simply put, advertisers are rewarded for messages that resonate with audiences.
Back in February, Twitter began showing promoted tweets in their iOS and Android apps. In the past few months, they've also begun to allow advertisers to target users outside of their existing followers as well as target them based on their device.