Jeffrey Mack, head of social media, states that carrier targeting helped them overcome major hurdles:
“Softcard has a unique challenge in that we have three separate versions of our app, which are all mobile carrier-specific,” Mack began. “Our biggest challenge in the past was effectively running digital acquisition campaigns where we could push a new user to the correct version of the app. With carrier targeting on Twitter we’ve been able to overcome that challenge in a big way.” A similar positive outcome has been reported by T-Mobile and Rogers where the results have exceeded the Telecom threshold.
With Twitter Ads, Advertisers could target audiences, based on mobile operating system, specific device and WiFi connectivity. Twitter Ads has introduced two new options: the ability to target by mobile carrier, and the ability to target users with new mobile devices. Now advertisers will be able to reach the right audience on Twitter even more precisely and efficiently.
Mobile Carrier Targeting
Some of the examples shared by Twitter Advertising blog to reach newer audiences are :
- Mobile carriers. If you’re a mobile carrier, you can easily create a loyalty campaign on Twitter by targeting only your customers, and excluding those using other carriers. You can also create an effective customer acquisition campaign by targeting all users except those who already subscribe to your service.
- Mobile manufacturers and app marketers. This provides the context for creating be-spoke content based on the mobile carrier benefits.
Other verticals. Advertisers across verticals can create carrier-targeted campaigns that align with their preferred demographic. For example, a CPG brand that knows that users of a certain carrier are more likely to be interested in their product can target those users exclusively to optimize campaign efficiency.
New Mobile Device Targeting
With New Mobile Device Targeting App Marketers can look at gaining users attention by targeting new mobile device users encouraging them to install apps within a context and layering the targeting with Keywords or interests. Some examples shared by Twitter are:
- A mobile app advertiser in the fashion vertical can layer new mobile device targeting with fashion interest targeting to encourage app installs.
- A mobile carrier can combine carrier targeting with new mobile device targeting to reach customers who have recently activated a new device and are on their network with a campaign promoting upgrades.