Despite some recent stumbles, Twitter still takes center stage when people want to talk about big events, so it makes sense for the company to highlight those events for advertisers.
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Twitter is setting up a calendar of upcoming events within the ad-sales section of its website so that marketers can schedule ad campaigns in advance, with data on the potential audience size, the company said Thursday.
Twitter’s event targeting beta partners include MEC Global, Mindshare UK and SocialCode. A targeting option that takes advantage of that is a logical fit, but given Twitter’s interest in live events, it’s surprising this kind of targeting wasn’t already available.
Ranadive said Twitter looks at “a variety of user engagement signals” to identify that audience – it’s not just people who are tweeting, but also those who are looking for and engaging with content around the event.
Twitter is looking to capitalize on the when and the where by connecting advertisers with audiences interested in specific events.
The new advertising tool basically allows marketers to choose any day on the calendar and see the various events that will occur, whether it be the MTV Video Music Awards or the World Series.
There also are insights into audiences that have been most engaged with certain events in the past. (NYSE:TWTR) has found a new way to target advertisers.
Twitter is all about real-time reactions to events as they happen.
Ameet Ranadive, Twitter’s senior director of revenue products, noted that buying advertisements for big events, such as Super Bowl, is a manual process at present.
Larger tentpole events are the main focus for the time being, but Ranadive said Twitter plans to bring smaller events into the fold down the line.
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Once a brand has picked an event to advertise against, it can use any of Twitter’s standard ad-targeting parameters – such as gender, language and device type – to further pinpoint their promoted tweets.
