Twitter Unveils “Partner Audiences” to Help Advertisers Reach New and Potential Customers

Ad targeting with Promoted Tweets has just gotten better. Yesterday, Kyle Boston—Product Manager for Revenue on Twitter—announced that Twitter would introduce the new “partner audiences” feature to its advertisers. Partner audiences offer advertisers a better means of reaching “new and potential customers from audiences created by [Twitter’s] Marketing Platform Partners.”

Additionally, more than 1,000 partner audiences would be made available from industry leaders Acxiom and Datalogix. (@Acxiom & @Datalogixinc)

Partner audiences allow advertisers to “target Twitter ads to users who have shown powerful signals of intent off of Twitter — helping [advertisers] drive the highest possible ROI with [their] advertising campaigns.” Partner audiences can also be combined with look-alike targeting, thus giving advertisers the ability to expand the reach of their campaigns to individuals who possess interests similar to those in their partner audience.

Advertisers can exclude partner audiences from their campaigns if they “only want to target customers who haven’t purchased a category or brand in the past.”

Selecting and Targeting Partner Audiences from Acxiom and Datalogix

Partner audiences can be selected directly from the Twitter Ads user interface. To add partner audiences to campaigns, advertisers can make their selections in a new section of the campaign creation page called “behaviors”. A category and subcategory can then be selected, followed by one or more partner audiences. [See Figure 1]

Figure 1 (Source: Twitter Advertising Blog)

As demonstrated in Figure 2, this high level of targeting enables advertisers to reach partner audiences based on purchase behaviors.

Figure 2 (Source: Twitter Advertising Blog)

According to Boston, Twitter experienced significant success during the early testing phase with companies like Nestlé (@Nestle). Nestlé leveraged partner audiences to launch its new product, Butterfinger Cup Minis (@Butterfinger). By targeting Promoted Tweets to Twitter users who frequently purchase peanut butter candy at grocery and convenience stores, as well as other in-store destinations, Butterfinger received a 52% boost in engagement rate compared to Nestlé’s overall performance last year.

Twitter users who don’t want Twitter to match their accounts to information shared by ad partners for ad targeting can simply uncheck the box in their privacy settings next to “Tailor ads based on information shared by ad partners.”

Partner audiences was made available yesterday to advertisers running campaigns in the United States, including Ads API Partners. There is no word yet on when partner audiences will be made available to other markets.

To get started, advertisers can logon to ads.twitter.com or visit Twitter’s Help Center.

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