Facebook and The Nielsen Company In Strategic Alliance: BrandLift

[engine]

Facebook and The Nielsen Company In Strategic Alliance: BrandLift [finance.yahoo.com]

The Nielsen Company and Facebook today announced a multi-year, strategic alliance to help marketers better use the Internet to develop and market new products.

The first product of the collaboration, Nielsen BrandLift, is designed to provide marketers with effectiveness measurement for Facebook advertising. It will launch in the U.S. with select test partners this week and roll out to all Facebook advertisers in the coming months. BrandLift uses opt-in polls on Facebook’s homepage to measure consumer attitudes and purchase intent from display advertising that has appeared on the site.

“Facebook is an increasingly vital link between consumers and brands,” said John Burbank, CEO of Nielsen’s online division. “We will now be able to add deep knowledge of this important social network to our unmatched media measurement and consumer insight across all three screens. Together we will be able to provide the missing elements to clients seeking better understanding of how Web content and online advertising affect consumer behavior.”

[physics]

Do they need opt-in polls to tell them "measure consumer attitudes and purchase intent from display advertising that has appeared on the site."? Is it not true that people say one thing on a poll but then go do another?
Seems like they could get this information in a more direct way based on actual user interactions with the ads. A better approach might be to offer advertisers a JavaScript tracking code they could place on their page (similar to Google Analytics) to help them measure the actual effectiveness and conversion rate of ads. Then they could study that data in aggregate to gain a "better undertanding of how Web content and advertising affect consumer behavior."

[Copeland]

Facebook has a home page?

[signor_john]

Facebook has effectiveness? :-)

[Digmen1]

IT does have effectiveness ! its just that it costs too much per click to get a hit.

[AjiNIMC]

Facebook works great for some businesses and more importantly, you get a crowd that is ready to participate in various activities. I think the user behaviour can help neilson get a lot of data for MR.

[JS_Harris]

The second Nielson attempts to gain more traction for a brand a savy affiliate marketer is able to outrank the brand on keywords common to it. This isn't a problem, it's natural, brand marketing without taking SEO into consideration is a mistake imo.