Twitter on Thursday introduced an enhancement that allows advertisers to target Promoted Tweets to specific users according to location, devices and platforms. While that type of segmenting has already been available, the difference now is that a brand doesn’t have to first send a tweet to all followers.
“Now global brands that have different launch dates for several countries can send tailored messages at different times, customized for the users in each country,” stated a Twitter blog post today. “Mobile app providers who only want to reach customers on one device can do so without also sending the message to desktop users.”
Twitter has been testing the new capability for several weeks with a group of existing advertisers, including British Airways, Coca-Cola, The Washington Post Co. and Wendy’s. The blog post highlighted a British Airways tweet, which was sent only to U.K. users.