Staying one step ahead of its looming public offering, Twitter is now making it easier than ever to advertise with its social media platform.
As of last week, it’s launching an application programming interface (API) for advertisements. That means that marketers who use their own advertising software (HootSuite, Adobe, etc.) can synch it up with Twitter’s platform in a direct way — making it easier than ever before to plan, schedule and launch advertising campaigns on Twitter.
“With the Ads API, marketers now have more tools in their arsenal to help them deliver the right message, to the right audience, on the desktop and on mobile devices — all at scale,” states a blog entry by April Underwood, product manager
Marketers will also be able to expand their abilities to target tweeters based on their profiles and interests. Twitter hopes to capitalize on a broader and more efficient marketing base that some have been complaining it lacks since the 140-character social networking platform took off.
Twitter makes money when promoted/sponsored tweets are retweeted or clicked on. Marketers will now be able to efficiently organize and automate the “promoted” tweets that are sent out, making it easier for them to send more in a timely and calibrated manner — to the mutual benefit of their businesses and Twitter.
If Twitter’s API has an impact that’s anything like Facebook’s was two years ago, then it’s sure to see a quick, positive response from marketers and a steep, rapid increase in ad revenue growth.