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Twitter Targets Outside Users With Extra Ads

Michael Moore joined TechWeek Europe in January 2014 as a trainee before graduating to Reporter later that year. He covers a wide range of topics, including but not limited to mobile devices, wearable tech, the Internet of Things, and financial technology.

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New strategy will look to advertise to people who read tweets without logging in to Twitter

Twitter has revealed a new advertising strategy which will look to target Internet users who do not even log in to the site.

The micro-blogging site will look to display promoted tweets and videos on its desktop website, particularly on people’s profile pages and “tweet detail” pages that highlight specific tweets.

Twitter says the move will allow it to target an extra half a billion users a month.

Expanding

twitter-analytics-657x360The move would the latest in a series of new features introduced under the helmship of not-quite-new CEO Jack Dorsey, who was re-appointed to head up the company back in October.

Since his return to the company he helped found, Dorsey has overseen Twitter introduce the ‘Moments’ feature, the addition of polls to tweets, and built in a “buy” button to encourage e-commerce transactions through the site.

In less positive news, the company also laid off about eight percent of its workforce as it looks to refocus its attentions on staying relevant in an ever-changing online world.

Twitter has been under scrutiny recently concerning its advertising strategy, as the company has focused on the development of new advertising techniques in the expectation that the returns will ultimately prove lucrative.

This was particularly exacerbated by recent financial results revealed the weakest quarterly revenue growth since Twitter became a publicly traded company, as its ad revenues had previously doubled each quarter over the past year.

The company said new ads resembling Twitter messages, called “direct response ads”, did not perform as well as expected, the company said, despite similar tactics proving successful on rival platforms such as Facebook.

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