Twitter's promoted products were already inherently more native than FB's, as they are all either derived from published content (i.e., Tweets, Trends), or reside within a native module (i.e., Promoted Accounts in the "who to follow" module).
For effectiveness research, we like what Nielsen, ComScore and a few others are achieving around delivering advanced in research programs against these four effectiveness components: Reach, Relevance, Reaction, and ROI. How to prioritize will depend on each client and their objectives, but its crucial for the program leads to know when and where these pieces must be prioritized."
In additional findings from the study, ANA found social and mobile marketing are now central to the marketing mix, with 90 percent and 74 percent of marketers using them, respectively. Their use of both channels appears to have plateaued this year, however.
Here's how ANA members are using individual platforms within each medium:
Social Networks / Social Media
Facebook – 96 percent
Branded mobile apps – 70 percent
Twitter – 89 percent
QR codes – 67 percent
LinkedIn – 49 percent
Text ads – 53 percent
Pinterest – 33 percent
Non-video ads – 41 percent
Other – 14 percent
Video ads – 25 percent
Asked by the ANA to choose social / word-of-mouth metrics most in need of clarification, marketers voted "momentum effect" as the term most in need of definition (which is no guarantee they'd heard of it previously). Others included "advocacy (value of brand advocates), velocity (activities such as posts, new fans, etc. over a period of time), and the value of online conversation."