The service for Promoted Tweets and Promoted Accounts allows marketers to target users in individual cities and metropolitan areas. It launches in the UK today (13 September) and will also roll out in Japan and more widely in the US following a trial in several cities including New York in July.
In a post on its advertising blog, Twitter says: “Retailers can use Promoted Tweets to promote distinct offers to users in Manchester and London, or a US statewide political campaign could focus its Promoted Accounts campaigns precisely where a candidate is running for office.
“In short, as marketers, you will reach the users you’re seeking more easily, in real time, and users will see more relevant, useful Promoted Tweets and Accounts in their Twitter web and mobile apps.”
In July, the company started allowing brands to run Promoted Tweets targeting users in specific states in North America. Coca-Cola was among the first brands to trial the service, which the company has been gradually expanding to other markets ever since.
Twitter’s announcement highlights a greater need from advertisers to be able to target the right demographics through social media platforms. Facebook has made improvements in this area with tweaks to its advertising platform in recent months, while Google has done the same.
The move brings into sharp focus the growing importance of advertising revenue and monetisation in Twitter’s growth strategy. Last month, the company launched its “Certified Product Programme” for marketers to find the best partners that use its platform for marketing and analytics services. In June, it hosted an event to showcase the success stories from brands who have exploited the paid-for advertising formats on its site.