Isn’t it scary how quickly the marketing world is moving these days?
Search engines and social networks will roll out a new feature one week, then BOO! They’re terrifying us with a whole new update that requires us to adapt quickly and learn the new rules of the game.
These updates might seem like nasty little tricks, constantly keeping you on edge, but we see them as treats just waiting to be uncovered! To help you see the treats inside the tricks, we’ve provided you with a weekly round-up of the top marketing stories of the week. Don’t be scared, just read these top articles and you’ll be prepared for the bone-chilling week ahead!
You might recall Twitter’s previous update for advertisers in the beginning of September, when they launched their targeting by interest and username for promoted tweets. Now these ad targeting abilities are diving even deeper, giving advertisers the option to target by gender. What’s interesting about this is, users don’t actually need to specify whether they’re a male or female when creating a Twitter profile. So how does Twitter know? Well according to Twitter, the platform is determining gender through public signals, including profile names and the accounts he or she follows. And where Twitter can’t accurately predict the gender of the Twitter account, they don’t, and those accounts are not included in the targeting option. Marketing Land also hinted that Twitter might be looking at certain types of phrases that are generally more common amongst men such as, “What a comeback!” or women including, “My tummy hurts.” Will you leverage this new targeting capability once it rolls out to all advertisers?
Twitter advertisers can now target their promotions based on gender. This type of targeting join the existing mobile, geographic and interest-based targeting options already available.
Gender targeting may sound a bit strange since Twitter users don’t have to declare if they’re male or female anywhere in the account settings, but Twitter says that it’s confident the science behind the new targeting is strong.
Similar to our approach to interest targeting, we’re able to understand gender by taking public signals users offer on Twitter, such as user profile names or the accounts she or he follows. We have strong confidence in this approach. A panel of human testers has found our predictions are more than 90 percent accurate for our global audience. And where we can’t predict gender reliably, we don’t — and those users won’t be targetable through this feature.That last line is interesting. It might mean that folks named Chris, Terry or Pat — a few of the many non-gender-specific names — might not see gender-targeted ads. Or maybe they will.
I’m not certain if the gender-based targeting has fully rolled out to all advertisers yet. I don’t see an option for it in my advertising dashboard. Then again, I also don’t see an interest-based targeting option, and that’s been around for a couple months …