Twitter overhauls ad platform to improve analytics

Twitter has revamped its advertising platform to give advertisers a more complete picture of how its users are engaging with their brand and make it easier to manage campaigns in real-time.

Twitter

The overhaul was announced yesterday (March 13) with Twitter now claiming that improving campaign analytics for brands is its major area of focus.
For instance, the platform now provides advertisers more granular information on how users interact with their Promoted Tweets, giving them a more complete view of both their paid-for and earned media.

Christopher Golda, Twitter product manager, revenue, says: “Regardless of how a campaign is set up, advertisers will have a clear understanding of how different targetable audience segments engage with Promoted Tweet and Promoted Account campaigns – by device, location, gender and interest.”

Golda also says the updates will help advertisers alter their existing campaigns to improve engagement with specific audiences directly from their analytics dashboard (see image). For example, if a brand sees strong engagement on a specific device type, they can target just that device or edit other campaign elements to improve its overall performance.

Twitter-AnalyticsTool-2013

“Similarly, we now report on earned media to provide insight into secondary interests beyond those that an advertiser has targeted. As a result, we help advertisers unearth learnings about their most engaged audiences,” he adds.  

Twitter has taken a number of measures recently to improve its use as a marketing platform as it is rumoured to head for an initial public offering next year, with industry observers claiming such a deal would be worth $11bn.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here