Twitter mobile ads

With all that social data, why are Twitter’s mobile ads so hit and miss?

It has been a few months now since Twitter rolled out its mobile ads, offering companies the chance to target its 55m mobile users.

The social network says Promoted Tweets allow brands to target their followers as well as users “that share similar interests with their existing followers”.

This sounds like a good product for marketers: ads based on location and the user’s interests, and you only pay if the user engages with the ad by clicking or retweeting.