Twitter Says Promoted Tweets Are Working for Businesses, Including Car Dealerships…
Twitter has released some initial findings from its Nielsen Brand Effect for Twitter beta survey tool, which allows advertisers, including car dealers, their marketing service providers and OEM advertising agencies to measure the impact of their Twitter campaigns on traffic, awareness and branding performance metrics. The results suggest that “Promoted Tweet” campaigns have had their intended effects, driving greater message association, campaign awareness, dealership location association, brand favorability, and purchase intent.
The study cites as validation that across the beta results analyzed, users exposed to a Promoted Tweet impression had an average 22% higher message association than those not exposed to Promoted Tweets. Whether this association can translate into click through and traffic generation remains to be seen.
According to Twitter, the data supports their strategy for automotive advertisers that while Promoted Tweets are priced on a cost-per-engagement basis (similar to Pay Per Click), advertisers can also benefit even when users don’t engage.
In other positive results touted by Twitter, multiple exposure to a Promoted Tweet campaign generated an average 10% lift in make, model or dealership brand favorability versus those exposed to the campaign a single time. Finally, those who engage with a dealership or car company’s Promoted Tweet report a 30% higher brand favorability and 53% higher purchase intent than non-engagers. Although it seems to me that this could be attributable to a predisposition of those who engaged with such promoted tweets having an affinity for the make, model or dealership in the first place…
One of the most exciting developments is that the completion of the study has triggered Twitter moving the capability out of beta status and opening it up to automotive marketers and advertisers in the US, UK, and Japan.
Promoted Tweet exposure drives stronger message association.
Brand lift is amplified by multiple exposures to Promoted Tweets.
Engagement with Promoted Tweets translates to higher brand favorability and purchase intent.
How brand surveys on Twitter work
More information about how the surveys work can be found here.
Data Source 1: MarketingCharts.com/promoted-tweets-are-working