Martech: Martech is Marketing Logo
  • Topics
    • Customer & Digital Experience
    • Digital Transformation
    • Data
    • Marketing Management
    • Marketing Operations
    • Performance Marketing
    • Special Reports
    • All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Marketing Management » Twitter Likes Promoted Tweet Results, Pushes Brand Surveys Out of Beta

Twitter Likes Promoted Tweet Results, Pushes Brand Surveys Out of Beta

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 […]

Ginny Marvin on March 5, 2013 at 5:06 pm | Reading time: 2 minutes

Twitter-LogoToday, 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.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    PGA TOUR transforms fan experience, analytics and customer feedback with new Qualtrics partnership
    Work in Progress Limits: Getting started with the Agile Marketing Navigator
    Amazon decision to use Nielsen is big boost for beleaguered rating service
    TransUnion partners with Canvas Worldwide to boost omnichannel CX
    A new way to find the tech talent you need 

About The Author

Ginny Marvin
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Marketing ManagementPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Tracking Growth From Organic Search

Beyond the Buzzword: Transform Digitally to Drive Organic & SEO Growth

Leap or Linger: Determining Which Ad Platforms to Test for Your B2B Brand

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The CMO’s Formula To 3x Your Digital Marketing Campaign Results

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.