Twitter refines advertising services with ‘interest targeting’

Twitter money targeted advertisingToday, Twitter has launched its own targeted advertising, which offers advertisers the option to target Twitter users’ specific ‘topical interests.’ The move puts Twitter a step closer to similar offerings from Facebook and Google.

Twitter offers the majority of its advertiser one of two advertising options: Promoted Tweets and Promoted Accounts. Promoted Tweets highlight an advertiser’s tweets and displays them prominently on a Twitter user’s feed. Promoted Accounts are featured at the top of “Who to follow,” on the left of their homepage. Initially, targeted ads on Twitter were all-encompassing through geography and devices. Targeting more specific categories wasn’t much of an option. But now Twitter offers two “flavors” of interest targeting.

The first can refine an advertiser’s efforts with its Promoted Tweets and Promoted Accounts campaign by targeting more than 350 interest categories in a two-tier hierarchy. For example, advertisers can select individual genres of entertainment from the broader “Movies and Television” category, which you can see in the example below.

twitter interest ad backend

In its second option of interest targeting, advertisers can target certain types of Twitter users based on the @usernames that are relevant to the advertiser’s campaign.  Twitter explains this feature in a blog post: “If you’re promoting your indie band’s next tour, you can create a custom audience by adding @usernames of related bands, thus targeting users with the same taste in music.” 

To further sweeten the pot, Twitter has lowered the minimum bid for ad runs to just a single penny, which will likely lure in a large number of smaller advertisers that might not have otherwise opted to promote their product or service on the microblogging platform.

To a degree, Twitter’s advertising services are nearing closer and closer to what Facebook has been offering all along. Even Twitter’s second flavor of interest targeting by usernames is reminiscent of Facebook’s sponsored results. Facebook advertisers can include their Facebook app or pages in the search results of its competitors by bidding for pages, apps, or places. With over 140 million monthly active Twitter users, and projected advertising revenue to reach $399.5 million by 2013, it’s still a far cry from the revised projection of $5.48 billion Facebook is expected to generate by next year. But the rate of its growth is indicative of the realization that Facebook’s ad revenue growth is leveling out, unlike Twitter’s hastening ad revenue growth. Facebook’s ad revenue is forecasted to grow 29.5 percent between 2012 and 2013, while Twitter’s ad revenue is expected to grow by 55 percent during the same period.

Social Media

Facebook says it unintentionally uploaded email contacts of 1.5 million users

Facebook says that over the last two years it unintentionally uploaded the email contacts of 1.5 million users as they signed up to the social networking service. The process has ended and the email addresses are being deleted.
Wearables

Looking to get into shape? Snag one of these fitness trackers

Looking for your first fitness tracker, or an upgrade to the one you're already wearing? There are plenty of the wrist-worn gadgets available. Here are our picks for the best fitness trackers available right now.
Movies & TV

Clip from John Wick: Chapter 3 confirms the dog is totally fine

John Wick: Chapter 3 — Parabellum, the third installment of the wildly successful action series that stars Keanu Reeves as a deadly assassin forced out of retirement, hits theaters in May 2019. Here's everything we know about it so far.
News

Twitter has revealed a launch date for its handy hide replies features

Twitter has revealed a launch date for a feature that lets users hide replies to their tweets. The hope is that it will help the original poster filter out offensive or irrelevant content from conversation threads.
Social Media

How to download Instagram Stories on iOS, Android, and desktop

Curious about how to save someone's Instagram Story to your phone? Lucky for you, it can be done -- but it does take a few extra steps. Here's what you need to know to save Instagram Stories on both iOS and Android.
Social Media

Facebook, Instagram, and WhatsApp went down worldwide for 2 hours this morning

Chaos erupted on the internet this morning, as Facebook, Instagram, and Whatsapp all went down from 6:30 a.m. to approximately 9 a.m. Thousands of users were unable to access the sites or send or receive Whatsapp messages.
Mobile

Skype screen sharing for mobile will let you share your swipes on dating apps

Skype is prepping the launch of screen sharing for mobile so you can share your swipes on dating apps, shop with buddies, or, perhaps, show a PowerPoint presentation to coworkers. It's in beta just now, but anyone can try it.
Social Media

Facebook toys with mixing Stories and News Feed into one swipeable carousel

Facebook's News Feed could look a lot like Stories if a prototype the social media giant is working on rolls out to users. The design change mixes Stories and News Feed posts into a full-screen slideshow that users swipe left to navigate.
Social Media

No more moon showers as Facebook Messenger’s dark mode gets official rollout

Facebook Messenger launched a dark mode last month, but to activate it you had to message the crescent moon to someone. Now it's been rolled out officially, and it can be accessed in a far more sensible way — via settings.
Smart Home

Oh, Zuck, no! Facebook rumored to be creating a voice assistant to rival Alexa

Facebook hasn't been a big player in the smart speaker market, but that may be changing: The social media giant is reportedly working on a digital assistant to compete against Alexa and others.
Digital Trends Live

Digital Trends Live: Facebook data security, Ubisoft helps Notre Dame, and more

Join DT Live as we discuss Facebook security issues, Ubisoft's plan to help rebuild Notre Dame, and more. We are also joined by Emily Teteut of Snap the Gap, Jennifer Sendrow of New York Public Radio, and DJ and producer Zeke Thomas.
Photography

After controversial video, China bans ‘Leica’ on social media

A video that referenced Tiananmen Square got the name of the camera company Leica banned from the social media platform Weibo. Leica says the video wasn't an officially sanctioned promotion.
Photography

Photography News: Instagram’s disappearing likes, the best photos of the year

In this week's Photography News, see why Instagram is testing a version that excludes the number of likes a post gets. Also, see the impressive winners from two photography contests and the latest features coming to the Fujifilm X-T3.
Photography

Earn more likes on your photos with the best cameras for Instagram

Looking to snap better Instagrams? Instagram doesn't demand high-resolution files, but upgrading your camera can deliver better bokeh and low-light quality. Here our the best cameras for Instagram.