Dive Brief:

• Twitter is rolling out new features to help its advertisers, including “Project Lightning” that allows advertisers to highly segment their target audience via persona-based segmentation.
• Another new feature is being tested and is built into the app interface to gives marketers a quick view of how ad campaigns are performing.
• The personas feature allows marketers to reach pre-defined segments, such as people earning more than $100K and millennials. 

Dive Insight:

Twitter is continuing its push into advertising on the social media platform testing and introducing new features to make marketers’ lives easier. One key new feature is an expansion of its audience insights dashboard that offers advertisers a set of pre-defined personas to target with campaigns. The market segments include: college grads, people earning $100K or more, millennials, small business owners, and several more.

Twitter is also testing an app feature that provides marketers with a dashboard on campaign performance with KPIs including impressions, engagements, total spend, cost-per-engagement and engagement rate. Campaigns can even be edited within the dashboard to make immediate use of the data offered.

In a blog post, Twitter product manager, Andrew Bragdon, said, “Campaign insights help you better understand who you’re reaching with your ad campaigns. Within your campaign dashboard, you can simply click ‘View audience insights’ to learn more about your paid audience, and then use this information to optimize your targeting and ad content.”

He continued, “You can also easily compare insights between your reached and engaged audiences. Your reached audience are users who are viewing your campaign; your engaged audience includes users who are actively engaging (replying, favoriting and Retweeting) with your ads.”