Firm works with Twitter to give brands more targeting power

John Murray

Twitter has a new ‘marketing platform partner’: Amobee. This partnership will allow brands to use the social media site for more targeted and personalised marketing campaigns.

The Amobee for Twitter tool will give companies the opportunity to target specific users of the platform in real-time, based on live Twitter trends. Although this is not a new way of marketing on the site, what is of interest to social media marketers is the new system’s ability to identify Twitter influencers.

Kim Reed, the firm’s president, explained:

“Amobee helps brands discover who is an influencer on Twitter, based on real-time and historical content consumption, then take that information and… activate new and current followers to generate more engagement.”

There’s no doubt that Twitter is a powerful marketing tool for companies wishing to engage customers in a real-time dialogue. The social media platform has moved to expand its user targeting, and asked marketers to create and manage user lists with ads.twitter.com. Advertising companies can use customer data to build audience lists using email addresses and mobile phone numbers.

Kelton Lynn of Twitter said:

“The new audience manager enables you to see the details of all of your audiences in one place, change or delete them and get notifications on the status of those specific audiences.”

Twitter also allows advertisers to constantly create tailored news feeds for their audiences, excluding and adding based on keywords, interests, and other set criteria.

Amobee is certainly having a busy year. Over the summer, it acquired Adconion and Kontera for over $350m (£217m) combined.

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John Murray

Content Editor at Engage Web

John studied English with Creative Writing at university and went on to write for newspapers in both West Yorkshire and Chester. A published poet, short story writer and music blogger with a flair for quick pun-delivery, John is a genuine word nerd and a member of a Scrabble club, so it was only natural that he went on to work in a wordy position.

Firm works with Twitter to give brands more targeting power