Introducing tools such as Frequency Caps are just one of the many ways we’re working to scale the impact of your campaigns. For more information on Frequency Caps, please contact your Twitter Client Partner.
Meta-analysis of all 301 Nielsen Brand Effect studies of US Twitter ad campaigns that started between January 2019 and May 2020. The relationship between exposure frequency and its impact on driving upper-funnel Brand Metrics was estimated through multi-level (individual and study level) random-effects logistic regression. All considered models, which included a variety of functional forms and confounding variables, were built on a training subset of the overall sample. The most parsimonious model with the highest performance in the testing phase was then selected to represent this relationship.
Nielsen Brand Effect for Twitter measures the impact of Twitter ad campaigns on brand metrics including Ad Recall, Brand Awareness, and Campaign Awareness. This is done through survey responses from “control” and “exposed” groups across multiple devices, whereby the control responses are collected from a randomized holdback group that matches the targeting criteria of the exposed group.
Thank you to Dr. Maria Holcekova, Data Scientist on our Marketing Insights & Analytics team, for her contributions to this research and the writing of this blog post.