Today, Twitter released some initial findings of the Nielsen Brand Effect for Twitter’s survey program that launched last fall to help advertisers measure the impact of their Twitter campaigns. The program is graduating from beta, and brand surveys will be “widely available” to advertisers in the United States, the United Kingdom and Japan.
The findings of the beta studies include:
- Promoted Tweet exposure drove 22% increase in message association
- Brand favorability saw a 10% lift when users saw a Promoted Tweet campaign 2-3 times versus once.
- Users who engaged with a Promoted Tweet reported an average 30% higher brand favorability and 54% higher purchase intent than those who did not engage.
The brand surveys rely on Nielsen Brand Effect methodology. Advertisers can measure perceptions among followers as well as those who engage with a Promoted Tweet by clicking, retweeting, replying or marking it as a favorite.
Brand surveys are embedded within tweets and do not require a pop-up or going to an external site. They appear to users like a regular Promoted Tweet from @TwitterSurveys in their timelines on mobile devices and desktops.
Advertisers can view survey responses across devices – desktop, tablet, smartphone – and by segmentation including interest targets, geography and gender.
The company says it will continue to release more findings from the surveys. Clearly beta advertisers were satisfied enough with the branding metrics and results to push the program into full release.
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