Twitter has today announced that its Nielsen Brand Effect survey tool is available to all of its ad partners in the United States, United Kingdom and Japan. The tool, which presents surveys to Twitter users in a format native to their platform, is designed to demonstrate the effectiveness and utility of its Promoted Tweets program.
In order to juice up the desire to use the NBE tool, Twitter has rolled out several results from its survey data over the past few months during its beta test. Twitter syas that Promoted Tweets increase the rate at which users associate a brand’s ‘message’ with its presence on Twitter. So if you want 22% more of whatever that is, then a Promoted Tweet campaign will help you do that.
The second factor that Twitter is emphasizing is that you should ship a Promoted Tweet campaign that is continuous, rather than a one-off. Multiple tweets in a campaign will boost ‘brand lift’. So yeah, that’s pretty logical, but now Twitter has some data from its surveys to back it up.
The third is that people who engage with a Promoted Tweet have an increase in favorability and purchase intent. That’s all well and good for the statistics, but there’s sort of a catch-22 here in that the people engaging (retweeting, clicking, etc) with Promoted Tweets likely already have an affinity for a brand. Someone from Pepsi says that the campaign helped them as well, but you can read the quote in the post.
The surveys look better than when Twitter teased them last year, so that’s good. The iPhone version looks like a nice iOS pulldown and the web one follows the site’s aesthetic. Twitter is careful to note that it does not share individual user info with Nielsen or its advertisers, so presumably this data is anonymized.
Late last year, Twitter announced another Nielsen partnership with the Nielsen Twitter TV Rating, a social measurement of TV program popularity based on Twitter data. While that partnership has Twitter data being used to quantify user interest outside the network, the NBE is all about processing data gathered on Twitter to help sell and promote its ad offerings. If you’re sensing a common theme here, yes, data is very important to Twitter. Among other reasons, it’s very much behind the way that Twitter has begun to exert more control over its platform. If Twitter is to survive and flourish, it needs to be profitable, and it knows that (either directly or indirectly) the store of user data that it has compiled and continues to collect is its most valuable asset.
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