Nielsen and Facebook Strike Measurement Deal

Nielsen and Facebook have signed a multi-year partnership to help clients better measure the impact of online advertising and develop and market new products.

The first tool to be launched from the collaboration is Nielsen BrandLift; designed to help marketers measure the effectiveness of Facebook advertising. It will launch in the US with test partners this week, and be rolled out to Facebook advertisers in the coming months.

Using opt-in polls on Facebook's home page, the new tool will measure consumer attitudes to purchase intent from display ads that have appeared on the site. Aided awareness, ad recall, message association, brand favourability and purchase consideration will all be tracked through a set of one or two question surveys.

Working directly with Facebook's ad clients, Nielsen will conduct hundreds of surveys, which will appear on Facebook's home page in the same space where people see sponsored messages. With more than 300 million Facebook members, the firms say that BrandLift will deliver 'exceptionally accurate data on advertising performance'.

'Nielsen is an excellent partner for us as we look to provide marketers with richer ad effectiveness data,' states Sheryl Sandberg, COO of Facebook. 'The combination of our ability to quickly and effectively poll a sample of our 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.'

Web sites: www.facebook.com and www.nielsen.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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