Twitter has introduced a new tool, which will enable advertisers to tailor ads based on contents of the users’ tweets.
The new tool will allow firms to use keywords when they design targeted advertising campaigns.
Twitter’s product manager of revenue Nipoon Malhotra said the new tool allows marketers reach users at the right moment, in the right context.
"Until today, the content of Tweets has only been one factor among many in shaping the interest graph. Today, it becomes a first-class citizen," Malhotra said.
"We’re excited to roll out the newest feature on our ad platform, keyword targeting in timelines, available today in all languages and markets where Twitter Ads are supported."
Twitter senior director of product Kevin Weil was quoted by Reuters as saying that early tests of the new keyword-based targeting mechanism showed that in some cases, users clicked on ads 11 out of 100 times they were shown, a remarkably high rate in the realm of digital advertising.
Weil said that click rate "shows the power of the intent expressed in users’ public tweets.
Market research firm eMarketer predicted that Twitter’s advertising business will generate global revenue of $582.8m $600m in 2013.
According to the research firm, more than half of Twitter’s ad revenues, about 53%, will come from mobile advertising this year, up from virtually no ad revenue from mobile in 2011.
Earlier this year, Twitter launched a new advertising application programming interface (API) that allows marketers to connect their current ad management software to their Twitter account and automate their ads on the micro-messaging site.
