Twitter has just announced that it is partnering with research powerhouse Nielsen to launch a new feature called Twitter Survey. The new feature will allow brands to measure the effectiveness of their ad campaigns.
“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 Twitter in a blog post.
This new feature will work much like the current promoted tweets that users have become accustomed to. Users will soon start seeing surveys from the @TwitterSurveys account with their timeline, asking them to answer some questions. These surveys will appear in both mobile and desktop.
“This is a native experience for the user, and we believe it will give brands better insights to determine purchase intent, overall awareness, and other advertising metrics and analytics that can lead to greater engagement on Twitter,” says the microblogging service.
According to Twitter, it is currently serving 400-million daily tweets around the world, and feels that “consumers and brands on Twitter have a unique opportunity to listen and engage in a variety of topics and conversations”.
It seems Twitter wants to give advertisers a more traditional measuring metric for its campaigns rather than just watching how many times it has been retweeted or favorited, which are the current measuring metrics for the service.
The service is currently working with a small set of advertisers to test this feature, and plans to make it available to additional partners in early 2013.