Twitter have just launched partner audiences, a new way for advertisers to target ads at Twitter users.
Advertisers can now target their Twitter Ads to people within specific demographics or interests, whether it be “beverage buyers”, “clothes buyers” or “dating app users”.
This is possible because of Twitter’s collaboration with analytics companies Acxiom and Datalogix, who have used their data to group Twitter users based on their consumer habits.
Acxiom and Datalogix have created more than 1,000 partner audiences, in categories such as lifestyles, retail brands, travel, demographics and subscription services.
In a blog post, Twitter explains: “For example, by using a partner to provide the desired audience, an auto brand can connect with audiences that are in-market for a new car. A CPG company can reach customers that have previously purchased products in their category. And luxury brands can limit campaigns to shoppers who earn a household income above a certain threshold.”
When creating a campaign, these partner audiences are now located in a new section of your campaign creation page, called behaviours.
To use them, simply select a category and sub-category, and then select one or more partner audiences.
Twitter said that Nestle’s Butterfinger used the partner audiences to promote the launch of its new product = Butterfinger Cup Minis.
They targeted their ads to users who frequently purchased peanut butter candy in grocery stores, and saw a 52% lift in engagement rate.