Facebook is entering into a partnership with Nielsen for a new advertising offering on the social network. Dubbed BrandLift, the initiative will use Nielsen’s market research expertise to reach the more than 300 million members on Facebook.
“Nielsen is the leader in measurement and is an excellent partner for us as we look to provide marketers with richer ad effectiveness data,” said Sheryl Sandberg, COO of Facebook.
Rolling out as a test to a few advertisers this week, BrandLift uses opt-in polls on Facebook’s homepage to measure consumer attitude and intent about brands. BrandLift will roll out to all advertisers in the coming months.
“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.”
Through the partnership, Facebook and Nielsen hope to provide advertisers with more accurate market data in a more timely fashion. Additionally, the polls are easy to create and should reduce the upfront time needed to conduct campaigns.
Members have not been forgotten in the process. Polls will be spaced out so as not to bombard any individual user. Additionally, no personally identifiable information will be collected from the polls.
Let’s have a little informal poll right now. What’s your reaction to the Facebook-Nielsen partnership? Will you use BrandLift in your social marketing campaigns? Leave your survey answers below.