Twitter recently announced a new feature for advertisers: Event targeting.
The new feature is a natural for Twitter, given that it has proven to be a go-to social network to engage in conversations about events in real-time.
Whether the event is a television show, a concert, a holiday, a sporting event or even a professional conference or a breaking news story, the behavior of people on Twitter regarding these events can be fairly predictable. And what’s predictable can be planned for.
And that’s really what the Twitter Events feature is; a tool to plan your advertising campaigns targeting specific events. The feature is a no-brainer for Twitter with the only mystery being why it took them so long to roll it out.
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Twitter Events Features
Let’s take a look at what features are available through Twitter Events.
Since our hometown Minnesota Vikings open the NFL pre-season this Sunday in the annual Hall of Fame game against their 70s-era rival, the Pittsburgh Steelers, we’ll use that event as our example. It’s a fitting matchup, given that the Vikings’ center from that era, Mick Tingelhoff, will be inducted into the Hall of Fame this Saturday.
Twitter Events Calendar
When you are logged into your Twitter account, go to ads.twitter.com and choose Event Calendar from the Tools menu.
From there you can browse through events chronologically by scrolling:
The Event Calendar interface is not ideal in that there is no search function as of yet, so you can’t see what events are available to target based on keywords. That would be helpful in aiding discovery of events of which you are as yet unaware but would likely be of interest to the audience you want to target.
As of now, if you know the specific date on which an event occurs, you can jump to that date using the drop down menu. You can also filter by event types, of which there are Sports, Entertainment, Holidays, Conferences & Other:
Or you can filter by location. As of now, you can target the United States, The UK, Ireland, France, Japan, Brazil. Not sure how All Locations differs from Global, but there you are:
You can also apparently combine filters, though when I sorted by Sports and United States, all I got was listings for the PGA Championship even though Twitter knows about the upcoming NFL Hall of Fame Ceremony. So, the filters are not quite ready for prime time.
Twitter Event Insights
Nevertheless, knowing that the Hall of Fame Induction Ceremony is this Saturday, August 8, I jumped directly to that date and clicked on the listing for the Hall of Fame Ceremony in which Mick Tingelhoff will be inducted. As you can see, you get a quick snapshot of the reach of the event and basic demographic and technographic information about the audience paying attention to that event based on last year’s event:
TechCrunch quotes Ameet Ranadive, Twitter’s senior director of revenue products:
Twitter looks at “a variety of user engagement signals” to identify that audience — it’s not just people who are tweeting, but also those who are looking for and engaging with content around the event. And event coverage will expand over time.
When you click on View More Details, you get more data, including number of tweets, impressions, geographic breakdown and examples of the most popular tweets from past events.
Studying the popular tweets can give you some insight into the type of content that may get engagement.
Twitter Event Advertising
When you decide to target a specific event, all you need do is use the Create New Campaign button at the top right of the screen on the event details page, and choose which goal you’d like to accomplish with your campaign:
All in all, the new Twitter Events feature is a welcome algorithmic shortcut to event targeting that previously had to be done manually.
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