Through Promoted Products, Twitter provides marketers with a unique opportunity to engage consumers. But in order to better measure and understand the value of those campaigns, the company has announced a new tool.
Twitter has partnered with Nielsen to launch Brand Surveys. Similar to a Promoted Tweet, Brand Surveys will appear right within an individual’s timeline on both mobile and desktop. Members will see a tweet from @TwitterSurveys inviting them to fill out a survey directly within the tweet.
Instead of just measuring the number of retweets and likes that resulted from a campaign, you can use Brand Surveys to measure things like brand awareness or consumers’ purchase intent. Having this additional insight could lead to greater engagement.
A Twitter spokesperson told TechCrunch that you will be able to target surveys similar to the way you target Promoted Tweets. Additional features include the ability to compare surveys of people who have and haven’t seen an ad.
This feature is currently being tested with a small group of advertisers, but Twitter plans to make it more widely available in early 2013.