Twitter and Nielsen have provided details on their new brand impact measurement tool. The new feature has been released by Twitter to help advertisers measure and understand the value of campaigns being run on the social networking site.
Brand impact measurement works in a similar fashion to Twitter’s Promoted Products. The surveys look like a Promoted Tweet and users will see them appear in their mobile and desktop timelines in much the same way, but they’ll be from the @TwitterSurveys account.
Surveys will be embedded in the tweet itself, allowing users to complete a few pre-defined questions on the subject of the campaign. The idea is to give an advertiser more information than the regular number of people who favourited or retweeted.
Real-time campaign measurement
Brands will be able to see a true picture of their campaign’s impact, according to Twitter’s VP of Brand Strategy, Joel Lunenfeld. “We’re giving brands the ability to deliver and measure the impact of mobile and traditional desktop campaigns through these surveys,” he said.
Twitter has stated that brands will be able to gain a better understanding of users’ purchase intent and overall awareness. They’ll be able to see the kind of advertising metrics and analytics that could potentially lead to greater engagement on the service.
Only a small number of advertisers are currently able to test the brand impact measurement tool. However, Twitter is hoping to make it more widely available by giving more partners the chance to produce tweet surveys at the beginning of 2013.