These 3 Brands Stand the most to Gain from the @NFL @Twitter Deal
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The Twitter / NFL partnership<\/a> is breaking new ground in modern media. Big players like Amazon are trying to figure out the <\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a>“second screen TV” effect<\/a> but Twitter, with its unparalleled scale, will surely lead the way.<\/p>
Brands are asking us at<\/p>
<\/a>Mattr<\/a> how to respond. How do they know how, where, and even if, to buy media designed for Twitter? How will they measure it?<\/p>
Good: <\/strong>Twitter Overlap: <\/strong><\/em>“How many people who follow my twitter Brand handle, also follow the publisher’s handle (@NFL, in this case)?” This is a very Nielsen-like metric that’s easy to understand.<\/p><\/strong><\/em><\/strong><\/p>
Best: <\/strong>Benchmark Brands:<\/em> <\/strong>“Do followers of @NFL follow my Brand at a higher ratio than other Brands?” Harder to explain than understand. As usual, pictures are worth a thousand pieces of gold.<\/p><\/strong><\/em><\/strong><\/em><\/strong><\/p>
(Segment: 25-34 Year old Males, Daring Personality)<\/em><\/p><\/em><\/em><\/strong><\/p>
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Or, 5% of @NFL followers also follow @Footlocker. But less than 1% of all Twitter users follow @Footlocker. We call these “Benchmark Alerts” because the ratio spread is much bigger than other handles.<\/p> <\/p><\/p><\/p><\/p><\/p><\/p><\/p><\/p><\/p><\/p><\/p><\/p><\/p><\/p><\/p><\/p><\/p><\/p><\/p><\/p><\/p><\/p><\/em><\/strong><\/p>
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Among all handles in the Brands category for <\/em><\/strong><\/p>
<\/a>@NFL<\/a> in the young daring men segment, <\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a>Nike was #5<\/a>, <\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a>Playstation #16<\/a>, and <\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a><\/a>Footlocker was #24.<\/a><\/p>
The ROI Question Brands Should be Asking<\/h3> <\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3>
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Top Three Benchmark Brands for @NFL<\/h3> <\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/em><\/strong><\/h3>
3. Footlocker<\/h2> <\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/em><\/strong><\/h2>
2. Playstation<\/h2> <\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/em><\/strong><\/h2>
1. Nike<\/h2> <\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/h2><\/em><\/strong><\/h2>
How Brands Ranked Overall for Daring Young Men<\/h3> <\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/h3><\/em><\/strong><\/h3>