Facebook and Nielsen are teaming up to provide a new service to marketers on the popular social networking site. Nielsen will make use of their vast marketing experience to help marketers reach all Facebook users more effectively.
The new service being provided will be called Nielsen BrandLift.
Sheryl Sandberg, COO of Facebook says, “Nielsen is the leader in measurement and is an excellent partner for us as we look to provide marketers with richer ad effective data”.
BrandLift will make use of opt-in polls on the Facebook homepage. The poll will help marketers to understand the opinion users have of a particular brand and thus the likelihood of purchase intent.
According to John Burbank, the CEO of Nielsen’s online division, Facebook has now become a vital link between consumers and brands, and with this partnership Nielsen will be able to add tot heir knowledge of media measurement. He further says, “we will be able to provide the missing elements to clients seeking better understanding of how web content and online advertising affect consumer behavior.”
This survey will help marketers to receive better market data and it will be made available to them sooner which is a great plus point for them.
Facebook will take care to see that individual users are not flooded with too many polls at once. Also no personal identification will be gathered through this poll, thus maintaining user privacy, which should please users.
The survey will consist of two questions put forward to consumers in standard ad positions. The survey will help advertisers to measure brand awareness, ad recall, message association, brand favorability and purchase consideration.
The service has already been used by a few brands such as Proctor & Gambol, and Sony Pictures on a trial basis. They have reported encouraging findings.
The service will be made available to all marketers in due course.