Mobile has become a way of life for consumers, and brands are taking note. With 230 million members globally — 76 percent of which access the site from mobile — Twitter has given marketers a way to target potential customers with even more accuracy thanks to three new updates.

Previously Twitter offered the ability to reach mobile members by targeting their operating system only. Now the company has added more flexibility by enabling you to segment audiences by operating system version, specific device, and WiFi connectivity.

This means that mobile app marketers can now reach individuals who have compatible OS versions to prompt a new download. Telco marketers can now promote loyalty and rewards to people on their specific devices, or reach new customers on older devices.

Ultimately, however, the increased granularity helps marketers focus their campaigns on people with device models that are indicative of demographics that align with their campaign goals. To help, Twitter also introduced granular reporting analytics for the new targeting types across all campaigns.

The new segmented reporting provides you with better insight into the OS versions and specific devices of people engaging with your campaigns. In turn, this information can inform how you optimize future campaigns.

All advertisers will be able to access this targeting capability starting today through ads.twitter.com under standard mobile targeting filters in campaign set up. It will be available through its Ads API partners soon.

[Image credit: Cliff (Jasper Johns)]