Twitter (NYSE:TWTR) is giving advertisers more options for targeting ads to mobile users, Fool contributor Tim Beyers says in the following video.

Marketers can choose to segment by device, mobile operating system, or even Wi-Fi connectivity. While the initial target for this sort of segmenting is likely to be mobile app developers who'd otherwise have a hard time standing out in a crowded app store, Tim says the longer-term play is for Twitter to demonstrate its ability to help advertisers sharply target mobile customers.

The broader choices come as competitor Facebook (NASDAQ:FB) is improving its mobile business. The social network now derives 41% of its ad revenue from mobile devices, up from just 3% in last year's second quarter. Google, meanwhile, is cutting back on the amount of search data it shares with marketers.

What's at stake? At least $13 billion this year, according to Juniper Research estimates. The total market is then expected to triple by 2018. Twitter is expanding its mobile ad efforts at precisely the right time, Tim says.

Do you agree? How do you rate Twitter ads compared to those from Facebook and others? Please watch the video to get Tim's full take and then leave a comment to let us know where you stand.