Twitter lets advertisers target users on mobile

Twitter continues to charge ahead on the advertising front with more significant, mobile-focused updates to its Promoted Tweets product.

Tuesday, the microblogging network gave advertisers the ability to target tweets specifically to iOS and Android users. It has also added an option to let advertisers target mobile users by interest, so that Promoted Tweets can appear in the mobile timelines of users sharing similar interests with those already following the advertiser.

The changes come just a few weeks after Twitter started to pump up on the volume on the amount of mobile advertising content it displays to Twitterers on iOS and Android.

The Promoted Tweets experience for the mobile Twitterer will be exactly the same as the experience on Twitter.com, the company said.

“Promoted Tweets will appear in user timelines like any other tweet, and, like regular tweets, they will appear in the timeline just once; as people scroll, Promoted Tweets will flow with the rest of the tweets in the timeline. We will only display Promoted Tweets in the timeline when they are relevant,” a spokesperson said.

The new mobile targeting capabilities should prove enticing for advertisers looking to reach specific audiences, and could help the growing company draw much-needed advertising dollars away from Facebook, which already offers marketers highly specific targeting options.

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