Ear­lier this week, Twit­ter announced its new ads tar­get­ing capa­bil­ity for brands seek­ing to deliver more rel­e­vant, time-sensitive, and tar­geted mes­sages to Twit­ter fol­low­ers. Tar­get­ing key­words in Pro­moted Tweets pro­vides brands with the abil­ity to learn about a user’s intent and deliver deep rel­e­vance to highly-qualified prospects and cur­rent cus­tomers, based on their actions and asso­ci­ated keywords.

Use Case: Twit­ter illus­trates an exam­ple whereby a user tweets about a favorite band they like. That band has a con­cert in their local mar­ket. Based on this infor­ma­tion, that band (brand) can then cre­ate a paid ad with a link to con­cert tick­ets for that user – and users like them.

We believe this is a tremen­dous, and nat­ural pro­gres­sion, for Twit­ter. We’re happy to announce that we have enabled this capa­bil­ity within Adobe Media Opti­mizer as part of the tar­get­ing capa­bil­i­ties for Pro­moted Tweets. Our cus­tomers can take full advan­tage of Twitter’s Ads API capa­bil­i­ties – includ­ing the new key­word tar­get­ing capa­bil­ity. Addi­tion­ally, Media Opti­mizer cus­tomers can access robust social adver­tis­ing per­for­mance fea­tures — inher­ent in Media Opti­mizer — like bulk cre­ative upload and man­age­ment capa­bil­i­ties, cross-channel report­ing, and bid/budget man­age­ment, as well as attri­bu­tion insights across channel.

Read the announce­ment from Twit­ter for more infor­ma­tion on key­word tar­get­ing in time­lines and stay tuned for more Media Opti­mizer updates.


About Adobe Media Optimizer

Adobe Media Opti­mizer is the industry’s first fully inte­grated dig­i­tal adver­tis­ing plat­form that deliv­ers cross chan­nel ad man­age­ment and opti­miza­tion across search, dis­play and social media cam­paigns for peak return on invest­ment. The solu­tion deliv­ers more than 300 mil­lion monthly prospects and cus­tomers and is used by more than 400 global cus­tomers across indus­tries. Media Opti­mizer man­ages more than $2 bil­lion in annu­al­ized ad spend.