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    Home > News > Digital Marketing – Twitter’s Geo-Targeting Feature

13^th October 2011 | Author: James Knight

Digital Marketing – Twitter’s Geo-Targeting Feature

In September 2011, Twitter launched a geo-targeting feature in the United Kingdom for all its ad products. It also announced that it had partnered with British TV network Sky for its first advertising campaign targeted at British users, for promoting the new season of Glee. In late March, Twitter first began offering geo-targeting when it introduced location-based targeting for Promoted Tweets and Promoted Accounts. With their September announcement, Twitter also enabled geo-targeting of Promoted Trends to a single country.

Sky is expected to use this new Twitter functionality to inform viewers about episodes of the latest season of Glee in the UK, though a handle @gleeonsky and a hashtag #gleeonsky, as well as through Promoted Tweets. According to Twitter, they are excited that a company is using their full suite of digital marketing products to increase consumer awareness and promote conversations about a product (Glee), among Twitter users in the UK. The success of Glee’s digital marketing campaign through Twitter has resulted in many other digital marketing advertisers lining up to try their ad offerings.

According to Tony Wang, the general manager for Twitter in the UK, Twitter is also expected to roll out and test their new digital marketing offerings with other partners, such as BT, Electronic Arts, Eurostar and Paramount Pictures.

A year ago, when Twitter rolled-out their Promoted Tweets, Promoted Trends and Promoted Accounts products to advertisers in the United States, they were directed to a global audience. This meant that more than 100 million users would potentially be able to view a single digital marketing ad. However, with Twitter’s new geo-targeting feature, companies in the UK are assured that their digital marketing ads are only displayed to consumers located within the specified geographical area.

According to Adam Bain, the revenue head of Twitter, a local sales team has been operating in the UK since mid-September. The success of this team led Twitter to mention in a blog post that Twitter can offer local support for a wide range of brands, mainly those that value the simplicity of the Twitter interface for directly engaging with users. This post also lists previous digital marketing successes of different UK based brands, such as Burberry’s Tweetwalk Show during London Fashion Week; BBC’s dancing show Strictly Come Dancing; Virgin Atlantic’s sales fares and safety alerts from various government agencies in the UK.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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