Measurement of advertising effectiveness on social media is a hot topic in the online space. Organisations understand the effectiveness of online engagement via conversations, but who ultimately funds the social media spaces – providing the middle ground between “pay for space” and “pray for space”? The advertisers. This just in from Nielsen Online, announcing their new collaboration with Facebook, and their attempt to better measure these ads – the first cab off the rank is Nielsen BrandLift:
Dear Valued Client;
I am pleased to inform you of an important development at The Nielsen Company. Today we announced a multi-year strategic alliance with Facebook. This relationship pairs Nielsen, the world’s largest market research company, with the world’s largest social network, now some 300 million-users strong.
Together we will collaborate on products and solutions that enable you to better understand the value of the Internet and social media in the overall marketing mix.
Our first product, Nielsen BrandLift, measures the effectiveness of advertising on Facebook through the proven, simple and engaging user experience of the site, primarily a simple and unobtrusive one or two question poll. Nielsen BrandLift will be commercially available in the coming months and we expect to conduct hundreds of studies with clients who advertise on Facebook by the end of the year.
Of course, Nielsen will continue to maintain our high standards for respecting consumer privacy and use the same open, transparent approach for conducting research on Facebook.
Raising advertiser confidence in online media is a key opportunity for the entire industry. With this new product and future developments, we will continue to bridge the gap between marketers and “connected consumers” to provide a deeper understanding of what works online and what does not.
By joining with the world’s largest social network, our work in online is further strengthened and, we believe, surpassed by none. As a long-time leader and innovator in the field of media and consumer data measurement and analysis, Nielsen has always worked to find new ways to increase our ability to help our clients. The Facebook alliance is a tremendous example of this heritage, and an exciting addition to our Anytime Anywhere Media Measurement program, launched in 2006.