Twitter has launched event targeting, a feature that enables advertisers to more easily reach users around live events.

The features breaks down into three parts: event calendar, insights and activation. The calendar displays holidays and events in sports, music, politics, globally and locally (inititally limited to the US, UK, France, Brazil and Japan).

Insights pulls in audience data from each event in the previous year – covering the likes of total reach, age and gender, and device breakdown – along with the most engaged-with tweets from that event.

Finally, activation enables advertisers to create a campaign targeting their chosen events in a single click, combined with other key targeting types like gender, language and device.

In beta testing, media agency Mindshare UK used these tools to target ads for two of its clients during Wimbledon and The Open at St. Andrews. Mindshare reports an average engagement rate improvement ranging from 73-110 per cent when compared to our traditional targeting settings.