Nielsen and Facebook have partnered up to study ad effectiveness on Facebook. The service, “brandlift”, “will use opt-in polls on Facebook’s home page to gauge user sentiment around advertisements, measuring “aided awareness, ad recall, message association, brand favorability, and purchase consideration.”
Statistics are an important move for Facebook and advertisers, and a partner like Nielsen will probably offer the credibility lost after having shut down beacon.
As updating your status at all times becomes increasingly important for people (where I am, what I’m doing, what I’m working on, what horror movie am I, who I voted for) and Facebook evolves into a life-caching site in which you can organize and share your life, expressing yourself in a variety of ways, while comparing yourself to other people, social media platforms still need to prove to brands that they too deserve a piece of the ad pie. A partnership with Nielsen is a good step in that direction.
Facebook has recently hit 300 million users. “Nielsen’s own measurements of Facebook traffic place the social network as the fourth largest unique audience in the U.S”, Caroline McCarthy reports on CNET. Whether you do ads or digital PR, you need to be there, if only to observe and listen to other people.
Best,
