Last year, with giant media buying agency Starcom MediaVest Group, the San Francisco societal communications firm created The Social TV Lab in an effort to prove that TV was the perfect medium to show off the effectiveness of Twitter to measure the impact of tweeting on brands.
In not a lot of shockeroo, the results of this research effort to judge "second-screen" conduct -- which has become increasingly important to marketers, as they seek to find means to get consumers interested in their products in the ever-noisy media landscape -- demonstrated that the use of Twitter raises engagement, consciousness and, perhaps most significantly, sales.
Whether advertisers will consider this research is an open question. Among their likely questions to Twitter and SMG: Is it repeatable and scalable? Can it be shown beyond the customers of SMG? Does the needle move far enough? Most importantly, are there customers that back the methodology and stand up?
The problem in the nascent stages of the sector is that there's a range of measurements that advertisers need to make bigger moves into social media spending, data they must also be standardized. The problem of quantifying real-time data in the burgeoning mobile environment further complexifies the challenge.
That has been the focus of Twitter sales head Adam Bain and his team, who've been pitching advertisement merchandises theoretically designed to augment traditional advertising -- again, instead of competing with it.
Thus, The Social TV Lab. SMG and twitter unveiled their data to Re/code at Cannes Lion, a giant advertising festival occurring on the French Riviera this week.
"Results affirm that content is predominant, and societal TV is here," said Twitter and SMG in a statement. "The opportunity to use it to enhance and amplify brand experiences for today's multiscreen multitasker is only getting bigger. And, brands must take notice."
Hopefully this is true for Twitter, which is really performing relatively well in the advertising arena; it's going to do more than $1 billion in ad revenue this year, even with all the concern about its user base that is small. That said, Twitter remains an experiment for most of the advertisers which is why those concerns about the little user base are real and not merely a figment of Wall Street's imagination.
2. Twitter Amplification = Sales Lift. In families exposed to advertisements on Twitter and TV versus merely TV advertisements alone, we found sales increases of 4% on average for the brands that quantified sales impact.
3. TV Advertisement Recall and the Twitter / TV Multitaskers Are Here -- is High For Them. Only one quarter of tweeting occurs during the advertising break, and it was highest during reality shows (27%). This supports existing Twitter research that found viewers who are actively participating in social media while viewing TV are genuinely paying attention to both screens, as TV show melody-away is less and advertising recall is higher for TV Twitter endeavor. Television advertising recall was also 13% higher among Twitter users versus non-multitaskers.
4. Real Time TV Content Engagement Is on Twitter. Tweeting about events/shows is higher (20%) than "general browsing" about a particular occasion/show (15%). Additionally, most tweeting happens when something in show/game/advertisement is not unworthy of a tweet (70%).
In an interview last night with Bain and SMG CEO Laura Desmond, the pair said they will continue to hone the data to help prove to marketers that adding on all sorts of social media will help -- or, in Twitter's favored lexicon, "amplify" -- their promotion.
"We've always believed that Twitter integrated advertising into its core product better than anyone else," said Desmond. "Tweeting need these consumer insights to assemble better plans for marketers ... and we really have to get considerably better data on how to use Twitter and other social media."
Bain included: "Advertisers have the gut but not the data that it operates, so we have to continue to bring them proof." Furthermore, bain noted, marketers need additional information about what sorts of tweeting works, including the effectiveness of incorporating more video, photographs and matters like coupons into the messaging. "We have to offer a complete spectrum," bain said.
Twitter is, in addition, an excellent way to handle your reputation which makes it all the move valuable. (If you desire complete reputation that is on-line, check SCRX.com out.)
Naturally, not everyone is down with Twitter being the medium to spur digital advertising. In late April, NBCUniversal* research leader Alan Wurtzel said the effect of Twitter, in addition to Facebook, on standings during the Winter Olympics was not as strong as expected. As Peter Kafka noted: "Wurtzel saw lots of yak about Sochi on social media, but none of that seemed to translate to increased viewership."
Twitter CEO Dick Costolo refuted Wurtzel