Twitter Advertising introduced Partner Audiences that allows advertisers to target audiences linked to a certain behavior that has shown high intent to purchase for a category or product. Partner Audiences allow advertisers to use audiences that are known to have displayed a certain type of offline purchase behavior. The Partner Audiences can be created within existing Twitter Ads UI. You can choose from over 1000 Partner Audiences powered by Acxiom and Datalogix, which enables analytics for Digital marketing linked to offline sales or purchases made in stores, covering a number of verticals
- Consumer Packaged Goods
- Financial Services
- Retail & eCommerce
- Travel & Leisure
The partner audiences are located in a new section of campaign creation page called behaviors. As seen in the image below, Simply select a category and sub-category, and then select one or more partner audiences.
Partner audiences help you target your campaign to users who have shown the intent to engage with the category or shown a certain behavior such as purchase on Twitter. According to the post on Twitter Advertising blog, by using a partner to provide the desired audience, an auto brand can connect with audiences that are in-market for a new car. A CPG company can reach customers that have previously purchased products in their category. And luxury brands can limit campaigns to shoppers who earn a household income above a certain threshold.
Twitter Partner Audiences has proven effective for Nestle’s @Butterfinger for the launch of a new product, Butterfinger Cup Minis.
By targeting Promoted Tweets to Twitter users who frequently purchase peanut butter candy in grocery stores, convenience stores and other in-store destinations, @Butterfinger achieved a 52% lift in engagement rate compared to Nestle’s overall engagement rate in 2014.
Partner audiences are available to advertisers running campaigns in the U.S., including through Twitter Ads API partners. The partner audiences feature can be combined with look-alike targeting to increase your campaign reach. It can also be used to exclude your existing target group if your campaign is targeted at a newer segment.