Warc, 12 May 2014
SAN FRANCISCO: Twitter has introduced a new feature that
will enable advertisers to target users in their own language, the social
networking giant has announced in a blog post.
It said its language targeting facility will be available to
advertisers around the world through its Ads API (application programming
interface) and that ads could be sent in 20 different languages.
"Language targeting can benefit marketers who want to
reach a global audience with language-specific messaging, or who are in
countries where large populations speak multiple languages," said Nipoon
Malhotra, group product manager at Twitter.
He suggested advertisers who wanted to promote tweets to
Italian-speaking football fans during the World Cup could use Italian language
targeting.
Alternatively, a travel brand that wanted to target
Spanish-speaking tourists in the US could combine the Spanish language feature
with Twitter's existing targeting tools, such as geography, interest and
keywords.
Twitter's latest initiative has been interpreted as an
attempt to bolster advertising revenue from its large international following,
which makes up 78% of its 255m active users, PC World reported. Its last annual
report said only 27% of its total sales revenue came from outside the US
Twitter is not the first social network to introduce
language targeting, Tech Times reported, because Facebook has been promoting
language targeted ads since 2009 and offers the feature in more than 50
different languages.
However, if Twitter's new offering proves effective, it
could prove to be useful for advertisers.
Data sourced from Twitter, PC World, Tech Times; additional
content by Warc staff
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