Nielsen and Facebook Partner to Measure Effects of Facebook Ads
The Nielsen Co. and Facebook have formed a multi-year alliance to help marketers around the world better use the Internet to develop and market new products.
The deal brings together Facebook’s global consumer reach and Nielsen’s market research expertise. The two entities have introduced the first product as a result of the collaboration, Nielsen BrandLift, designed to provide marketers with effectiveness measurement for Facebook advertising.
The product will launch this week in the U.S. with select test partners and roll out to all Facebook advertisers in the coming months. BrandLift uses opt-in polls on Facebook’s homepage to measure consumer attitudes and purchase intent from display advertising that has appeared on the site.
“Facebook is an increasingly vital link between consumers and brands,” said John Burbank, CEO of Nielsen’s online division, in a release. “We will now be able to add deep knowledge of this important social network to our unmatched media measurement and consumer insight across all three screens. Together we will be able to provide the missing elements to clients seeking better understanding of how Web content and online advertising affect consumer behavior.”
“The combination of our unique ability to quickly and effectively poll a sample of our more than 300 million users and Nielsen’s expertise in data analysis will give marketers access to powerful data they can use to understand and improve current and future campaigns.” “Sheryl Sandberg, COO of Facebook, said in the release.
BrandLift measures aided awareness, ad recall, message association, brand favorability and purchase consideration via a set of short, specially designed one or two question surveys.
Working directly with Facebook’s advertising clients, Nielsen will conduct hundreds of BrandLift tests over the coming months. The frequency of the surveys, which appear on Facebook’s homepage, will be carefully controlled to limit any one user from being asked to participate too often. No personally identifiable information will be collected as part of this program, the companies said.
