Nielsen’s Brand Effect for Twitter has uncovered findings that will be good news to advertisers. The data points to a stronger message association, brand favourability and purchase intent from Sponsored Tweets.
The beta studies from Nielsen’s tool confirmed that there was a 22% increase in message association from Promoted Tweets when compared to users who had no exposure.
Promoted Tweets are priced on a cost-per-engagement metric. However brands are said to not only reap the rewards when users engage, but even an impression from a Twitter campaign can be valuable to brands.
Consumers Like Tweet Repeats
Twitter has discovered a lift in brand favourability from the duplication of Promoted Tweets. If there are two or three posts of the same campaign, it can lead to a 10% rise compared to those that see the Tweet just once.
When users engage with Promoted Tweets, Nielsen revealed that their opinion of the brand grows for the better. On average there’s 30% higher brand favourability and 53% larger intent to purchase than from non-engagers.
Pepsi’s head of global digital, Shiv Singh, has used Nielsen’s tool to good effect. “We've run brand effect surveys on Twitter for a couple PepsiCo brands, and they've allowed us to connect Twitter campaign performance to more standard brand metrics,” he said.
The brand surveys that advertisers can utilise by way of Nielsen Brand Effect for Twitter are now out of beta. Twitter has announced that the feature is available for all its advertising partners in the USA, UK and Japan.