Find your audience.
The Twitter Audience Platform lets advertisers target mobile app users by device, location, gender, and interests. These robust targeting capabilities enabled @JBLaudio to instantly reach music lovers, event-goers, and sports fans in the moment during the NBA playoffs and Coachella music festival.
“The more targeted we can get, the better. At a high level, we want to reach people who are really passionate about music, not just casual listeners. That means we need to seek deeper insights and find the audiophiles, the loyal event-goers, the intense sports fans,” Spinato says.
For example, @JBLaudio targeted this ad, which features portable Bluetooth speakers, to mobile app users interested in Coachella.
Capture consumers’ attention.
When Promoted Tweets and Promoted Videos appear in mobile apps, they expand across the entire mobile screen. This makes it more likely that users will engage with them.
@JBLaudio found that simply showing high-quality, relevant photos to a targeted group of users on the Twitter Audience Platform was enough to make them click.
“We were able to get in front of people who hadn’t seen us in the past and engage on devices we don’t typically leverage,” Spinato says. “It’s all about capturing those new eyes on a bigger range of devices.”
Review results and optimise.
Like most advertisers, @JBLaudio began by simply running their existing Promoted Tweets and Promoted Videos on the Twitter Audience Platform. Once they saw positive initial results, they were eager to try testing new images and phrases.
The Twitter Audience Platform offers granular reporting, Spinato notes, which makes real-time optimisation easy.
The concept of the Twitter Audience Platform is brilliant—we’re going to be Tweeting anyway, and now there’s this whole new platform we can tap into that lets us optimise and increase engagement with a very valuable segment of our existing and potential customers.