Twitter announced on Tuesday that it would launch new targeting capability for businesses looking to use its Promoted Ads for mobile users. On its blog, Twitter said it waited to roll out the option to ensure that businesses could use it without issue.
Targeting mobile ads is important for businesses to ensure their Promoted Tweets are reaching users whose smartphones or tablets are compatible with the content they’re linking to. While most mobile websites will function well with any number of mobile operating systems, the capability allows businesses to be sure.
Moreover, the demographics of each mobile OS user base are different. As such businesses may want to aim different social media marketing campaigns at different devices. Similarly, these age group, gender and other differences are critical components of campaigns for businesses of all sizes.
According to Twitter, 55 percent of its more than 100 million users log into the site on a mobile device at least once every month.
Brafton first reported the launch of Promoted Tweets on mobile devices late last month, with Twitter announcing that targeting was not yet available.