Twitter’s Users Find Its Ads Moderately Effective

AYTM-Effectiveness-of-Twitter-Ads-May2013Twitter says its Promoted Tweets are working, but Twitter users may hold slightly less positive attitudes towards ads on the platform: just 1 in 10 find Twitter ads such as Promoted Tweets to be “very effective,” although another 45% find them to be “somewhat effective,” according to survey results from Ask Your Target Market (AYTM). But, those numbers go up among users who watch video clips within expanded tweets (including those from Vine and YouTube): 20% of this group thinks Twitter ads are very effective, and 61% think they’re somewhat effective.

Overall, 13% of the Twitter users surveyed said they often watch videos within expanded tweets, with males more likely to do so than females (16.2% vs. 11.4%). Another 30% sometimes watch them, and 30% rarely do, leaving 27% who report never having done so.

While receptiveness to Twitter ads may be somewhat lukewarm, respondents still seem to be more favorable to them than video ads. Among all survey respondents (not just Twitter users – who represented about half of the sample), only 5% said they believe ads before or during online videos are very effective, while 21% find them not to be effective at all. Again, though, respondents who watch videos on Twitter tend to be more receptive to these ads: 12% find online video ads to be very effective, and 47% believe them to be somewhat effective (versus 36% overall).

About the Data: The data is based on a survey of 400 individuals.