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Twitter launches event targetting for advertisers

By afaqs! news bureau , afaqs!, New Delhi | In Digital | July 27, 2015
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The new feature works through three primary tools, namely the event calendar, insights and activation.

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.

A screenshot of Twitter Event Targetting feature

The event calendar features major global events, as well as tent-pole events related to sports, holidays, festivals, TV, music and politics. Advertisers can use the calendar to determine what live events make sense for their brand's marketing strategy and goals. Events can also be filtered by location, date or type.

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.

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