Advertising on Twitter is a relatively new practice so marketers naturally want access to metrics. Are their ads working on Twitter? What do consumers think about these ads? A new survey from Ask Your Target Market offers a few insights into the world of promoting on Twitter.
About half, 51%, of surveyed consumers say that have a Twitter account. With respect to whether they watch video clips in expanded tweets, consumer say:
- Sometimes 30.2%
- Occasionally 29.7%
- Never 26.8%
- Often 13.1%
The research shows that more men (16.2%) and women (11.4%) use Twitter in this way.
Of these consumers, 45.3% said promoted tweets are somewhat effective and 10.7% called them very effective. Consumers between the ages of 25 and 34 were more like to say promoted tweets are very effective than consumers in other age groups. Consumers with a household income below $25,000 were also most likely to call the promoted tweets very effective. However, this income group was also most likely to have a Twitter account. These data points may tell marketers something about the audience they can reach through Twitter.
The summary findings on the effectiveness of promoted tweets, combined, are actually higher than the positive response for other online video ads. When video ads run before or during online video content, 38.2% of people say they are somewhat effective and 4.7% say they are very effective.
To learn more about Twitter users, check out the Audience Interests & Intent Report available at the Research Store on ad-ology.com.[Source: Twitter Video. Atym.com. 15 May 2013. Web. 27 May 2013]