Adara tailors tweets in partnership with Twitter

MOUNTAIN VIEW, USA: Adara, reaching audiences through the use of real-time traveler data, announced a partnership with Twitter and its tailored audiences product.

Through the partnership, Adara enables advertisers to connect with travelers on Twitter to deliver personalized ads through Promoted Tweets and Promoted Accounts.

One of a select group of advertising technology companies chosen by Twitter as launch partners for the innovative new offering, Adara focuses on using real-time travel data to achieve higher engagement rates. Adara receives shopping, booking, loyalty and mobile data from more than 60 travel companies around the world.

In recent beta testing conducted by Twitter and Adara, Promoted Tweets targeted at travelers were found to provide significant incremental reach and were often re-tweeted, multiplying the impact of the ad spend.

Abhishek Shrivastava, product manager at Twitter, said: "We have seen impressive results from those advertisers in our beta test using the tailored audiences program over several months' time. We've made it easy to get started with tailored audiences by partnering with technology companies that can help you create and transfer audiences to Twitter."

As part of the beta program, Adara helped Delta Air Lines retarget customers who visited delta.com with ads encouraging them to book trips. Another campaign promoted Delta's Economy Comfort product to ticketed Delta customers 48 hours before their flights.

Breanne Loso, media planner for Digitas, said: "We were pleased with the campaign's initial performance and excited about the opportunities that the tailored audiences product represents moving into 2014."