Twitter has announced that they will now begin offering advertisers on their site significantly more control over where their mobile ads are served. It will be possible to direct specific ads to people using specific operating systems or device types. For example, you can now display one ad for those accessing twitter on the iPhone 5S and another for the iPhone 4. You can also split up ads between iOS devices and android, or just about anything else. It will even be possible to adjust the advertisements when visitors connect using WiFi instead of cell coverage.
Twitter Ads Product Manager, Kelton Lynn, said on a blog post, “All marketers can focus their campaigns on users with device models that are indicative of demographics which align with their campaign goals.” The idea here is that based on things like device type and operating system, marketers will know a lot about the users.
For example, those that are using the iPhone 5S during the first few months after it was released are likely to be the type of consumer who is always looking for the latest tech devices. Someone on an older device might be more interested in a value driven offer. There is a lot you can learn about the buying habits of an individual just based on the type of mobile device they use, which makes this new option very powerful for marketers who are willing to do the research.
In addition to the new advertising options, Twitter will be offering improved analytics options which will give marketers better information about how successful their campaigns are. This will allow marketers to perform detailed split tests to help identify where their marketing dollars are best utilized.
With over 75% of the 230 million Twitter users accessing it through mobile devices, these new services will touch a huge number of people.