Twitter has launched a feature called event targetting for advertisers through which they will able to track live events and reach audiences interested in these events.
The social media platform's new feature works through three primary tools, namely the event calendar, insights and activation.
After identifying the events that it would like to target, a brand can drill down into each event to learn more about the audience, based on the previous year's data. One can see insights such as the total audience reach, device breakdown and gender. They can also view the highest engaging tweets from last year to get a sense of how the event conversation played out on Twitter.
Post research, one can create a campaign targetting the event/s of their choice. Event targetting can be combined with other key targetting types like gender, language and device, to reach the right segment of the event audience.
Twitter, in its official blog post, stated that it uses a number of different signals to determine the right audience for an event, including Tweet consumption and engagement data.