Twitter continues to try and improve, and prove, the value of its ad tools for brands. While brands increasingly realise they have to be on Twitter to communicate with their customers, and “promoted tweets” appear to have been a success, I don’t see brands feeling the need to spend money on Twitter to generate an audience. That’s great for brands and marketers, not so good for Twitter!
Targeting on Twitter is harder than Facebook or Google, simply because it has less verified demographic information about its users. In the last week or so Twitter has released new tools and information improving how it will target alcohol ads at those legally allowed to drink.