Twitter expands mobile ad services with targeted tweets

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Twitter is ramping up its mobile advertising efforts, adding new targeting options that enable brands to reach consumers according to their mobile device model.

Advertisers like mobile app developers and content publishers can now roll out Twitter campaigns designed expressly for specific Apple's (NASDAQ:AAPL) iOS and Google's (NASDAQ:GOOG) Android devices, pinpointing consumers who are most likely to purchase their products. The Twitter Advertising Blog cites a recent promoted tweet from Samsung Mobile U.S. recommending Android applications optimized for Galaxy Note smartphone owners, complete with the URL of a webpage featuring direct links to the Google Play storefront.

Twitter is also enabling brands to use Promoted Tweets to target mobile users that share similar interests with their existing followers. Twitter extended the Promoted Tweets and Promoted Accounts offerings to its iOS and Android applications late last month, initially limiting advertisements exclusively to users already following the brand in question.

"Promoted Tweets will appear in your timeline like any other Tweet, and like regular Tweets, they will appear in your timeline just once," the Twitter Blog states. "As with Promoted Tweets in search, we will only display Promoted Tweets in the timeline when they are relevant. If you see a Promoted Tweet that isn't relevant to you, you can easily dismiss it from your timeline with a single swipe. Promoted Accounts appear in your list of Who to Follow recommendations."

Twitter now boasts more than 100 million active users worldwide, 55 percent of whom are active on mobile devices. According to the Pew Internet Center, 13 percent of adult Americans who go online are on Twitter.

For more:
- read this Twitter Advertising Blog entry

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