Twitter to roll out exclusive in-tweet surveys

LONDON: Samsung, Honda, and Heineken will be among the first brands given access to in-tweet surveys following a deal worth hundreds of millions of dollars between Twitter and Starcom MediaVest Group.

LONDON: Samsung, Honda, and Heineken will be among the first brands given access to in-tweet surveys following a deal worth hundreds of millions of dollars between Twitter and Starcom MediaVest Group (SMG).

All brands that are clients of media agency SMG will receive access to the in-tweet surveys when they launch later this year, once Twitter and SMG roll out the co-created product.

Lisa Weinstein, president and global digital and search officer at Starcom MediaVest Group, said beta-testing has seen "very high" response rates for in-tweet surveys.

The polls will cover any topic the respective partners deem appropriate, while the precise format of the survey has yet to be established.

“How we would envisage it, is you are reading a tweet on your homepage and a little action will pop up asking you to participate in a survey,” said Weinstein. "Those are ongoing every week once they are in market, and I think they are highly valuable."

She would not confirm how long the exclusivity period will last with Twitter, but said “there is a period where we are first and enabled to be first.”

The in-tweet surveys are due to launch before the end of the calendar year, with Weinstein adding that the new product is “not even in market yet, so there is lead time where we can input in getting it out into the market.”

The deal with Twitter means SMG is working on two other key initiatives that would benefit the agency's clients.

Social TV will form a key part of the deal, which will see Twitter and SMG jointly do research around "uncovering more around consumer behavior and TV.”

The other major project is focused on analytics, with Weinstein saying SMG is the "first agency to collaborate directly with Twitter to access their API as input to our planning tools and modeling.”

“This is not the ads API – this is actually their fire hose,” she explained. “Twitter was able to confirm for us they've never collaborated directly with an agency on access to their data and the application to their data."

This story originally appeared on the website of Marketing, the sister publication of PRWeek at Haymarket Media.

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