Facebook plans to work with internet research firm Nielsen to provide better measurement to advertisers. The move will see the social network run polls asking users about their attitudes and purchase intent based on display ads Facebook runs on its site. Facebook will then provide the data to Nielsen, which will package it for advertisers. The first product from the alliance, called Nielsen BrandLift, will launch in the U.S. with select test partners this week and roll out to all Facebook advertisers in the coming months.
“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. “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.”
Sony Pictures has tested the new Nielsen Brand Lift service, and found that its ads, for movies including Julie & Julia and District 9, resulted in a “significant increase” in awareness.
No personally identifiable information will be collected as part of this program.
“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.”
Facebook claims its number of advertisers has tripled in the past year, to tens of thousands. The company’s revenue is expected to rise more than 70% this year due to the increasing number of users and new ad products.