Today featured a rather large announcement from Twitter regarding the future of their advertising product. According to multiple sources the announcements hit the wire today. I was at Twitter HQ in San Francisco just a few days ago and the Twitter Interest Graph was a featured topic of discussion. I just received the green light to discuss publicly from Twitter today, so here we go.
Now that the news has been unveiled, let's take a deeper look at the Twitter Interest Graph and it's potential impact for our clients. With 140 million users and strong international growth, further developing their ad platform was an obvious next step to drive increased value and offer additional opportunities to monetize their brand relationships.
Currently, the promoted tweets product was focused primarily on amplifying messages to users who were either already following a particular brand or a similar association as deemed by Twitter. Now by introducing the ability to target promoted tweets via other factors such as location and now interests, this opens up the landscape for brands to capitalize on growth and awareness goals that were simply not feasible until now.
An example of this would be American Airlines. Currently, AA could use a promoted tweet... Read more