Since the Internet gave birth to social media marketing, brands have been using Twitter to deliver real time deals, discounts, and sales to their existing and potential market. Users, on the other hand, are using their mobile devices to check the businesses they care about on the micro-blogging site.
Last month, Twitter announced that their Promoted Tweets will join the Promoted Accounts on mobile devices. This will enable advertisers to choose whether their Promoted Tweets will run various mobile platforms like iOS and Android, or even to different devices like desktop computer and laptop.
As noted by the micro-blogging site on its official blog post:
“Mobile device targeting is great for brands who want to increase the prominence and reach of their message to a particular type of mobile user. For example, mobile game and app sellers can now pinpoint the users who are likely to purchase their products.”
How Promoted Tweets on Mobile Works
Twitter recently tested Promoted Tweets and Promoted Accounts on iOS and Android devices to allow advertisers to reach their followers even when they are on the go. Since then, they’ve received positive feedback and started expanding their tests to let advertiser target their Promoted Tweets to mobile users that share the same interests as their existing followers.
Promoted Tweets will appear on a user’s timeline only once and will only be displayed if they’re relevant. Otherwise, they can dismiss with a single swipe. However, Twitter also noted that the feature will hover on top of the screen as a user continues to scroll down his or her profile.
Promoted Tweets vs. Quick Bar
Last March, Twitter released the Quick Bar, a mobile feature that continuously hovers and displays a rotating list of trends on a user’s timeline. It includes trends that were paid by sponsors, which caused turmoil within them. Thus, the micro-blogging site decided to take the feature off and replaced it with a user-friendly and new version of Promoted Tweets for mobile.
Twitter’s move to mobile advertising goes in line with Facebook’s integration of ads into its mobile apps. However, both social media are behind the curve, as Google is deemed to generate as much as $4 billion in revenue from mobile advertising this year.
According to eMarketer, Twitter’s advertising program streams the most revenue, after it acquired $139.5 million in ad sales last year. And with 55 percent of their more than 100 million users access their account every month, the expansion of Promoted Tweets to mobile will be a great opportunity for brands to connect with more users anytime, anywhere.
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