Dive Brief:

• Twitter has added a new targeting element for marketers: live events.
• The event tool includes a calendar of upcoming events and historical data on how those events have previously performed, as well as a one-click activation of campaign targeting events.
• The micro-blogging site also added Localytics, a mobile app analytics and engagement firm, to its Official Partner Program.

Dive Insight:

Marketers looking to engage with their audience on Twitter during events such as the Super Bowl or Oscars no longer have to handle the chore manually, the social platform has now rolled out an event targeting tool. The new feature offers marketers a calendar of major global events that is filterable by location, date and type of event; historical data on the events including tweet metrics, demographic data and even hashtags and other engagement elements; and one-click activation to launch ad campaigns targeting specific events that can be combined with other Twitter targeting elements such as device, language and gender. The new feature uses Twitter’s standard targeting rules to limit the number of ads any one user sees.

In other Twitter news, it added another company to its Official Partner Program, mobile app analytics and engagement company, Localytics. Its focus is on B2C brands including media companies ESPN, Fox and the New York Times.