Twitter Offers Advertisers In-Stream Surveys To Measure Brand Impact

From my Forbes.com blog The New Persuaders:

Companies that make their money from online ads know that brand marketers currently advertising mostly on television are where the really big bucks are. Google, Facebook, Twitter, and other major online ad operators are all scrambling to prove to these big spenders that their ads can move the needle on classic metrics such as brand recognition and intent to purchase.

Today, Twitter offered up another carrot to brand advertisers: surveys that they can run inside a Twitter user’s timeline. A tweet will ask if they want to do the survey, then if they click on it, it will appear within the timeline so users aren’t taken away from Twitter.

The surveys will allow marketers to ask a few questions that will help them determine the impact of Twitter ads on respondents’ awareness of a company or product brand and whether they’re likely to buy the product. Twitter is working with Nielsen to offer analysis of the results, allowing for more direct comparison to campaigns on other sites as well as on TV. The feature will be offered free for now to a select group of large Twitter advertisers, with plans to roll it out more widely early next year.

Surveys may sound rather pedestrian as a feature, but it’s critical for brands looking to extend campaigns across multiple media. Twitter says the response rate on early tests is comparable to the 1% to 3% that Twitter’s signature Promoted Tweets ads get. That’s also quite good compared with the fractional response that traditional banner ads get. And so far, at least, Twitter users seem comfortable with brands on the service.

More interesting to consider, there’s no reason this kind of feature need be limited to surveys. With the capability to offer a more interactive experience right inside the current Twitter service, Twitter eventually could offer brands more creative tools beyond surveys, such as rich media, video, commercial message sharing with followers or others on Twitter, or even the ability to buy products without leaving Twitter.

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