What Do Twitter Users’ Eyes Tell Brands About Holiday Campaigns?

Holiday campaigns on Twitter generate $6.67 in incremental sales for every $1 spent by advertisers

The eyes don’t lie: Twitter teamed up with eye-tracking and facial-coding technology provider EyeSee to help marketers prepare for their holiday campaigns with science and sentiment.

Twitter researcher Kara Louis said in a blog post introducing the results that the social network saw more than 80 million tweets related to holidays between July 2016 and January 2017, noting that this total was “more than three Super Bowls combined.”

She added that holiday campaigns on Twitter generate $6.67 in incremental sales for every $1 spent by advertisers, and suggested that brands capitalize on the “unique discovery mindset” of Twitter users by leveraging “science and sentiment to create a campaign that speaks to the heart while driving attention, recall and purchase consideration on Twitter this holiday season.”

Twitter and EyeSee teamed up to show a Twitter feed, which contained holiday ads, to a volunteer group of 1,200 users, and they used EyeSee’s technology to measure metrics including:

  • Visibility (how many users saw the ad)
  • Ad stopping power (how quickly those users noticed it)
  • Ad attention (how long they looked at the ad)
  • Percentage of expressive viewers (did the ad evoke emotions?)
  • Which emotions were evoked (happy, sad, disgust, surprise, interested, afraid, neutral)?

Participants then filled out surveys indicating brand recall and consideration, or likelihood of purchasing the product or service being advertised.

Highlights of the findings by Twitter and EyeSee included:

  • 62 percent of respondents would consider purchasing products after seeing them in gift-giving ads.
  • Product-focused ads saw 13 percent higher attention and 14 percent higher brand connection than non-product-focused ads.
  • Ads with logos drove 133 percent higher brand recall.
  • 68 percent of respondents would take advantage of deals they saw on tech gifts.
  • Ads are 28 percent more effective when they emphasize both deals and the spirit of giving.

Image courtesy of Rocky89/iStock.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.