Location-based Twitter ads could be powerful

AdAge reported this week that Twitter is developing an offering that would enable advertisers to show promoted tweets to users based on location. Retailers, restaurants and other brands would be able to tweet promotions and discounts to Twitter users within a certain proximity of their locations, or simply to alert those users to their presence.

Twitter has quickly made big strides in mobile advertising, which eMarketer recently predicted will account for more than half of all the company’s revenues this year. And while banner ads and in-app pop-ups can be nightmarish on a mobile phone, Twitter’s text-centric interface and on-the-go user base should lay a solid foundation for location-based ads.

Advertisers will have to be very careful not to be too intrusive — they shouldn’t send messages constantly, and may want to present ads only to users conducting relevant searches — but if both Twitter and their advertisers roll this out wisely it could move the needle in these very early days of location-based mobile advertising.