OS and Device and WiFi, Oh My: Twitter Adds More Mobile Targeting Options

Earlier this year, we predicted that by the end of 2013, there would be data to suggest more people are accessing the internet via mobile than desktop. For some apps, such as Twitter, the move to mobile has already become the norm, as 76% of Twitter’s 230 global users access the social network on a mobile device. As so many of Twitter’s users are mobile, it’s been necessary for Twitter to offer advertisers better ways to target these mobile users. To this end, Twitter is now enabling advertisers the ability to target audiences on iOS and Android by operating system version, specific device, and WiFi connectivity.

Previously, Twitter only offered advertisers the ability to target mobile users by their operating system. With the new ability to target more specific audiences, Twitter is adding “greater flexibility” to its previous targeting options. Additionally, Twitter will be now be providing granular reporting analytics for these targeting types across all campaigns.

In a blog post, Twitter explains that these new options “help advertisers reach users who are most important to them.” Twitter lists some examples of those who will benefit from the new targeting options, including mobile app marketers that can “now reach users who have compatible OS versions, ideal device types for app usage with high connectivity to prompt a new download or re-engagement through an app card.”

The new ability for mobile app marketers to target very specific audiences that they know will likely convert and become valuable users will continue to make Twitter a very important channel for these marketers. As Twitter offers better targeting options than most other platforms, conversions rates will now be even higher, continuing to drive down the overall cost for acquiring users via Twitter. Of course, it’s ultimately up to these marketers to measure and understand the cohorts of existing users that make up their most valuable users so they can target for similar characteristics in potentially new valuable users. Once they have this data, though, Twitter makes it easier than ever to reach both existing and potential users to drive conversions and re-engagement.

Whether you’re a mobile app marketer or an advertiser for a brand, you’ll want to be sure you leverage the ability to target mobile audiences. While not everyone has made mobile their primary device, over half of adults in the U.S. have a smartphone – and as most of Twitter’s users access the social network on a mobile device, it’s important that marketers don’t miss the opportunity to reach this huge segment of potential customers and users.