Twitter Puts Live Events on a Calendar So Brands Can Buy Real-Time Ads — Ahead of Time
Twitter is borrowing a TV ad sales strategy to make it easier for brands to advertise against the live event-related conversations that the social network is known for.
Throught a new feature called event targeting, advertisers will be able to check out a schedule of upcoming live events within a dedicated calendar, look over information about that event like its potential audience size and then buy promoted tweets that will be shown to people within a seven-day window of when the event is scheduled to take place.
Twitter is rolling event-based ad targeting out widely after testing it with WPP agencies MEC and Mindshare U.K. as well as social ad firm SocialCode.
