Twitter Partners With Nielsen To Offer New Brand Surveys

Los Angeles – Advertising, as they say, makes the world go round, and as brands broadly incorporate Twitter advertising into their standard online budgets, it is no surprise that Twitter’s efforts to monetize its user base have increased substantially in the past year. Now, in an effort to increase the tools available to marketers, Twitter is unveiling a new service that will allow them to track the results of their mobile and desktop campaigns effortlessly.

Currently, many brands are keenly observing the popular social network in an effort to monitor the pulse of the consumer. But it is not always easy: separating the wheat from the husks is difficult, and brands are not always going to obtain insights that are meaningful or actionable.

So, if you surf Twitter frequently, you have probably seen more than few promoted tweets in your timeline, and now the company is hoping to change that by giving advertisers the ability to poll users directly.

The micro-blogging outfit Twitter is experimenting with the theory that advertisers want more than just campaign impression and click-through data to understand the value of paying to promote messages on the information network.

Positively moving in that direction, Twitter is pairing with Nielsen to provide select brand partners with an in-tweet survey tool for polling Twitter users in the same way it shows promoted tweets, allowing companies to get a better idea of how its Twitter ad campaigns are working.

The new product, entitled Twitter Surveys, will pose a query for users to fill out a quick survey about a specific brand. The surveys will show up in users’ streams in the same way a promoted tweet does, and will feature a few questions designed to measure the impact of a particular ad campaign.

This new feature comes built-in to the Android app, and users may see these surveys promoted by @TwitterSurveys, inviting them to fill out the survey directly within the tweet itself, says Twitter.

According to companys’ executive explaining the latest initiative said, “Some of our most strategic marketers have been running with the platform,” said Twitter Chief Revenue Officer Adam Bain during a breakfast gathering among a small number of reporters in conjunction with Advertising Week in New York this morning. Bain contended that standard pop-up surveys online have not worked as well as Twitter’s will because pop-ups “are completely disjointed with the consumer experience.”

In fact, the limited-release brand survey tool, currently available to a handful of advertisers, enables Twitter customers to create, publish, and share micro surveys to Twitter users in the same way they already use Promoted Tweets. The surveys appear in Twitter user timelines on web and mobile, and can be filled out from within the tweet.

Here is how the new surveys will look inside a tweet:

In addition, having surveys incorporated in tweets is a smart move on the part of Twitter and Nielsen, as users will be much more likely to answer the questions if they are not being shuffled off to another site.

Elaborating on the recent move, the company said, “This is a native experience for the user, and we believe it will give brands better insights to determine purchase intent, overall awareness, and other advertising metrics and analytics that can lead to greater engagement on Twitter,” Twitter vice president of brand strategy Joel Lunenfeld said in a blog post.

Well! it is easy to comprehend why Twitter wants to introduce this new feature. With 400 million people flocking Twitter on their PCs and mobile devices around the world, companies could collect a lot of valuable information even if just a teeny tiny percentage of users responded to their surveys. If advertisers can use the surveys to make their campaigns more effective, that means more money for Twitter.