Twitter wants Promoted Tweet advertisers to better understand the impact of their spend on the bids-based marketing platform, so it developed a product designed to measure recall, purchase intent, brand favorability and other traditional marketing metrics. It has been in beta for a few weeks and includes five major brands across industry sectors, the San Francisco tech firm said today.
Dubbed Twitter Surveys, the product lets users fill out surveys within a tweet on both desktops and mobile devices, and will be expanded to other brands in early 2013. Marketers can split the survey groups into users who were served a Promoted Tweet versus those who were not. Only consumers within a brand's targeting parameters will be served a Twitter survey.
"We may expand those splits," said Guy Yalif, head of product marketing for Twitter, at a small Advertising Week IX press junket this morning.
New York-based Nielsen is helping orchestrate the surveys, which Twitter expects to be anywhere from one to five questions.
In tests so far, response rates to the surveys have mirrored Twitter's normal Promoted Tweet engagement rate of 1 to 3 percent, according to Adam Bain, chief revenue officer for the company. "There's been [an issue] in the industry for brand research when it comes to low response rates," he said. "This solves a big problem."
More specifically, the surveys could help advertisers better understand the impact of their mobile impressions and clicks—very much a growing part of Twitter's monetization going forward. Whatever the device, Bain said, he suggested that social ads were evolving like older digital marketing channels such as search has in past years—from bid managment to targeting to creative.
"Creative is now the No. 1 important piece, then targeting, then bids," he said. "It requires a new focus for marketers."
Twitter's surveys will be tucked in as an option for Promoted Tweet buyers. Bain didn't rule out the surveys becoming a stand-alone product that's charged separately.
Meanwhile, the revenue lead also disclosed that his company is opening an office in Brazil. It was previously known that Twitter was diving into Latin America, but the whereabouts were previously unannounced.
"Brazil has been an awesome market for us in terms of growth," Bain commented.