Twitter has announced an upgrade to its advertising platform allowing companies to target users by language in addition to all the existing parameters.
The loss making company is under pressure to improve its advertising revenues, and without delivering more adverts, one option is to improve the quality of the targetting of adverts, which can lead to higher ad payments.
“Advertisers can now target promoted tweets and promoted accounts in languages that their audience understands, while users are eligible to see highly relevant ads in their language,” Nipoon Malhotra, group product manager – revenue at Twitter, said in a blog post.
With a large percentage of its users based outside the USA, the language targetting, in addition to conventional geo-targetting will help advertisers reach those users.
“Language targeting can benefit marketers who want to reach a global audience with language-specific messaging, or who are in countries where large populations speak multiple languages.” the company said.
The language targetting will be based on a combination of both the users own account or browser settings, but also the language they most often use when sending messages.
The company has around 255 million active users, but posted a net loss of USD132 million for the most recent financial quarter.
Once seen as having secured the mobile market against a languising Facebook, it has now been overtaken by its rival, which generates seemingly ever rising revenues from its mobile advertising.