Demographics: Device, platform, & Wi-Fi targeting

Reach Twitter’s highly mobile audience with relevant, timely messaging targeted to people based on the type of mobile device they use, the operating system for their device, and/or the mobile carrier. You also have the option to only target people with new devices.

To add these targeting criteria to your campaign, navigate to the “Targeting” > “Demographics” section in the campaign creation flow. 

Target by device models, OS versions, carriers, and platforms

To set up device specific targeting, navigate to the “Targeting” > “Demographics” section in the campaign creation flow. Click into the search bar to expand the menu, and click “Browse” to select which devices, platforms, and carriers you want to target. 

Twitter also offers the ability to target by the mobile carrier associated with their profile. This is a great tool for mobile carrier advertisers who want to target or exclude their existing customers from their campaigns on Twitter. 

Target new mobile devices or Wi-Fi users

New mobile device or carrier targeting allows you to target people who have recently used Twitter on a new device or carrier. To enable new device or carrer targeting, simply check the “Target people who first used Twitter on a new mobile device or carrier” box shown below.

We also offer the ability to target people connected to Wi-Fi. This is useful for brands looking to reach mobile users with a high speed connection to drive app downloads. Please note that Wi-Fi targeting is only offered for app installs and app re-engagements campaigns. To target users on Wi-Fi, simply check the “Target devices connected to Wi-Fi only” box shown below.

Best practices

• Segment based on device: Want to target iOS users to let them know about your new iPhone app? Or get feedback from Android users for an upcoming release? Create separate campaigns for each type of device so that you can adjust bids independently and optimize for efficiency.
• Offer an optimized experience: Make sure your website or landing page is optimized for mobile if you plan to use device targeting. 
• Target by mobile carrier: If you’re a mobile carrier advertiser, consider using carrier targeting to create more efficient campaigns by targeting your customers or customers on other networks.
• Reach people with new devices to reach those who are most likely to be interested in new apps or services for their device. Remember, narrowing your campaign by device, carrier, or new mobile device targeting can limit your reach. It’s a good idea to have multiple campaigns running – one applying more niche criteria at a higher bid and another with broader targeting and lower bid.