Twitter has released some initial findings from its Nielsen Brand Effect for Twitter beta survey tool, which allows advertisers to measure the impact of their Twitter campaigns on brand metrics. The results suggest that Promoted Tweet campaigns have had their intended effects, driving greater message association, brand favorability, and purchase intent. For example, across the beta studies analyzed, users exposed to a Promoted Tweet impression had an average 22% higher message association than those not exposed to Promoted Tweets.
That means, according to Twitter, that while Promoted Tweets are priced on a cost-per-engagement basis, advertisers can also benefit even when users don’t engage. Read the rest at MarketingCharts.