Last Thursday, Twitter announced a new way for marketers to target new audiences and potential customers, via its Marketing Platform Partners. Twitter targeting will now collect data from partner audiences, helping advertisers emulate behaviours, leading to better targeting for Twitter Ads.
By selecting a partner Twitter advertisers will get to narrow down their target audience. For instance, a coffee venue can select users that have previously purchased a cup of coffee from its premises and luxury brands can limit campaigns to shoppers who have income above a certain threshold.
Upon its debut, Partner Audiences give the option for advertisers to select more than 1,000 partner audiences from Acxiom and Datalogix directly in the Twitter Ads UI. To create an ad using the new feature, users can go to a new section in the campaign creation page, called ‘Behaviours’. Then, they can select a category and sub-category, and one or more partner audiences.
Twitter claims that tests ran over the past months show encouraging results and have helped brands reach the right audience. Nestle’s Butterfinger was one of the early adopters that tried out the new service for its new product, Butterfinger Cup Minis. Its team targeted the ads created to users who frequently buy peanut butter candy in grocery stores, convenience stores etc. They results showed a 52% increase in engagement rate compared to Nestle’s overall performance in 2014.
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