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Nielsen, Facebook join hands to help marketers make better use of internet

The Nielsen Company and Facebook have signed a multi-year, strategic alliance to help marketers better use the internet to develop and market new products. The alliance combines Facebook’s global consumer reach with Nielsen’s market research expertise to provide better insight and information to marketers around the world.

The Nielsen Company and Facebook have signed a multi-year, strategic alliance to help marketers better use the internet to develop and market new products. The alliance combines Facebook’s global consumer reach with Nielsen’s market research expertise to provide better insight and information to marketers around the world.

The first product of the collaboration, Nielsen BrandLift, is designed to provide marketers with effectiveness measurement for Facebook advertising. It will launch in the US with select test partners this week and roll out to all Facebook advertisers in the coming months.

Nielsen BrandLift will use opt-in polls on Facebook’s homepage to measure consumer attitudes and purchase intent from display advertising that has appeared on the site. The tool will measure aided awareness, ad recall, message association, brand favourability 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 Nielsen BrandLift tests over the coming months. The frequency of the surveys will be controlled to limit any one user from being asked to participate too often. The surveys would appear on Facebook’s homepage in the same space where people currently see sponsored messages.

“Facebook is an increasingly vital link between consumers and brands,” John Burbank, CEO, Nielsen’s online division, has said. “Together we will be able to provide the missing elements to clients seeking better understanding of how web content and online advertising affect consumer behaviour.”

Sheryl Sandberg, COO, Facebook, has said, “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.”

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