Twitter quietly rolled out a huge and needed update to its developing analytics offering for businesses using its ad system to promote tweets and accounts.
Google obviously rules the roost when it comes to advertising on the web, but as Google continues to try and find its own footing with the Hummingbird update to better encompass mobile user experience (which is an important and growing traffic segment, of course), Twitter really has a chance to grab and keep substantial traffic when it comes to mobile users. According to Twitter, there are 230 million users of their services globally, and 76% access Twitter on a mobile device. Unlike Facebook, Twitter has a real chance to be a dagger in Google’s side given its focus on the mobile experience.
If it can better deliver ads and messaging to those users, there’s a real income source for Twitter to be had.
By offering companies the ability to segment down to the mobile OS and device versions along with location, this could be a big deal for Twitter over the long haul.
BTW If you’re not reading the Twitter Advertising Blog, you’re missing out.
Previously, we offered advertisers the ability to reach our highly mobile users by targeting only their operating system. Today we’re announcing greater flexibility to this targeting capability: Now all advertisers can segment audiences on iOS and Android by operating system version, specific device, and WiFi connectivity. And we’re also introducing granular reporting analytics for these targeting types across all campaigns.