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Richard Drew / AP

Twitter has commissioned data from Nielsen and Foursquare to evaluate its impact on offline sales and store visits. The results:

  • Promoted campaigns on Twitter generate a 23% lift in visits to mobile carrier storefronts
  • Buyers spend 6.8% more with mobile wireless carriers after seeing ads on Twitter
  • Offer-based tech and telco campaigns on Twitter generate a $21.84 average return on advertising sales investment
  • Twitter users are 2.4X more influenced by manufacturer and mobile carrier ads

Why it matters: Facebook, Google and Snapchat have all released similar data that demonstrate their ability to help marketers drive offline sales through ads on their platform. The expectation has been set with marketers that if you are a platform that can reach an audience at scale, you should be able to track how mass marketing drives actual sales in stores, as well as sales from the platform directly.

Go deeper

Updated 1 hour ago - Health

First North American Omicron cases identified in Canada

COVID-19 testing personnel at Toronto Pearson International Airport in September. Photo: Steve Russell/Toronto Star via Getty Images

The first two cases of the new Omicron variant have been detected in North America, the Canadian government announced Sunday evening.

Driving the news: The World Health Organization has named Omicron a "variant of concern," but cautioned earlier on Sunday that it is not yet clear whether it's more transmissible than other strains of COVID-19.

5 hours ago - Health

WHO: Not yet known whether Omicron leads to more severe disease

Photo illustration: Pavlo Gonchar/SOPA Images/LightRocket via Getty Images

The World Health Organization on Sunday said that it is not yet clear whether the newly discovered Omicron variant is more transmissible than other strains of the COVID-19 virus.

Why it matters: The agency's statement comes as the variant, discovered in South Africa, has already been detected in European and Asian countries.

10 hours ago - Health

Fauci: Omicron variant will "inevitably" be found in U.S.

Photo: Chip Somodevilla/Getty Images

Anthony Fauci, the director of the National Institute of Allergy and Infectious Diseases, cautioned on Sunday that the COVID-19 Omicron variant will "inevitably" be found in the United States.

Driving the news: Fauci, Biden's chief medical adviser, told ABC's George Stephanopoulos on "This Week" that U.S. officials will meet with colleagues from South Africa later on Sunday to try to determine the severity of the cases, as countries scramble to learn more about the variant.