AdRoll, the global leader in retargeting, announced yesterday that they will now provide support for tailored audiences, which enables retargeting on Twitter through the Promoted Products suite. Tailored audiences allows AdRoll customers to leverage the quality and size of Twitter’s user base while using customer intent data to build more relevant, highly-targeted ads via Promoted Tweets and Promoted Accounts. Available only through a select group of Twitter ad partners, the tailored audiences product will allow advertisers cross-platform reach to re-engage potential users who access Twitter through web, tablet, and mobile devices.
“AdRoll has always been committed to offering a robust, data-driven platform and we’re pleased to be among Twitter’s early partners to bring tailored audiences to life,” said Adam Berke, AdRoll president. “Retargeting is now ingrained in marketing strategy for companies of all sizes, and access to Twitter’s wide inventory across various devices will provide advertisers with more effective advertising solutions than ever before.”
Among Twitter’s select ad partners to offer tailored audiences, AdRoll is once again at the forefront of the social advertising evolution. Last year, AdRoll was part of Facebook’s first class of Facebook Exchange (FBX) ad partners and was also one the first companies to offer retargeting on Facebook’s News Feed earlier this year.
AdRoll’s innovation and leadership in the social advertising space has greatly contributed to the company’s continued success over the last few years. In September, AdRoll announced that it had surpassed a $100 million run rate and services 10,000 customers in over 100 countries in every major vertical, including retail, technology, media/entertainment, and finance.
In Twitter’s tailored audiences alpha program, users reported increased engagement by as much as 170% and reduced acquisition costs by up to 74%. A select number of AdRoll customers, including Alex and Ani and New Relic, have participated in the alpha program with promising early results.
“As early adopters and forward thinking digital marketers, we’re eager to partner with AdRoll to take advantage of this enhancement to Twitter’s advertising ecosystem, which will give us broader reach to high-value customers and purchase influencers,” said Ryan Bonifacino, Vice President of Digital Strategy at Alex and Ani, one of America’s fastest growing multi-channel retailers.
“Retargeting is one of our most effective marketing strategies, and combining AdRoll’s technology with Twitter’s diverse user base and view into real time trends will significantly expand our reach,” said Garrett Scott, Senior Marketing Manager at New Relic, a SaaS-based application performance management platform.
Tailored audiences Twitter retargeting is currently in limited beta. To learn more and sign up for the waitlist, please visit www.adroll.com/retargeting/
Murray Newlands is an online marketing industry veteran, and the founder of TheMail.