Twitter Inc one of the famous social networks unveiled a new tool through which marketers can broadcast targeted messages to the users based on the contents of their tweets. The technology could hike Twitter's effectiveness as an advertiser to a rarefied level demonstrated only by digital leading advertisers like Google Inc.

Twitter's advertising business is modest and according to the consultancy eMarketer, it is likely to generate 2013 global revenue of under $600 million.

The fast-growing social network, which has 200 million users around the world, hailed its new tool as a technological breakthrough. Until now, Twitter has been able to understand a user's interests mainly by analyzing the list of accounts the user follows, also known as "interest graph".

With the use of Twitter's new tool, the marketers are able to make a thorough study of the content of a user's tweets to display most relevant ads.

Early tests of the new keyword-based targeting mechanism showed that in some cases, users clicked on ads 11 out of 100 times they were shown, a remarkably high rate in the realm of digital advertising, according to Kevin Weil, a senior director of product at Twitter.

The new ad tool also has the advantages of the existing features of "hashtags" -- the pound sign that Twitter users include to signify a topic of discussion.

"It's already used today as a way to focus conversation," Weil said. "Now it's also a way for users who are talking about something to see really relevant."

In a blog post Wednesday, Twitter said the new keyword targeting technology would be available globally to marketers in 15 languages.