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October 3, 2012

Twitter partners with Nielsen to measure brand reach and impact

Twitter announces new tool for brands advertising on Twitter.

By Tineka Smith

Twitter’s latest tool aims to help its advertising partners track the reach their campaigns have on the microblogging site.

"With 400 million Tweets occurring every day throughout the world, consumers and brands on Twitter have a unique opportunity to listen and engage in a variety of topics and conversations," said Joel Lunenfeld, VP of brand strategy at Twitter. "As marketers invest in opportunities to connect with users through Twitter’s Promoted Products, we are focused on delivering tools to help brands measure and understand the value of those campaigns."

Surveys by brands will now appear as promoted tweets in a users timeline. The promoted brand surveys will also be displayed in timelines on mobile devices.


A user will see a tweet by @TwitterSurveys, asking them to fill out a survey within the Tweet.

The new tool aims to give brands a deeper insight in accessing overall awareness of their brand as well as purchase intent and other advertising analytics.

"Building on Twitter’s mobile heritage, we’re giving brands the ability to deliver and measure the impact of mobile and traditional desktop campaigns through these surveys," said Lunenfeld.

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Twitter is testing the new feature on a small group of advertisers and will make it available to additional partners in early 2013.

Please follow this author on Twitter @Tineka_S or comment below.


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