Now that Twitter’s branded emojis are everywhere, advertisers want to know if they work.
Twitter has sold advertisers more than a dozen custom emojis since they launched in September, and at least four are running in the Super Bowl, from brands including Bud Light and Pepsi. As million-dollar ad buys, measuring their success is important. Now, ad agencies say Twitter is providing clients with analytics that show how many times their emojis are used, mentioned and seen. But brands are leaning on Twitter to provide a lot more in helping them decipher a new method of communication.
