Facebook, Nielsen Partner to Measure Marketing Effectiveness

Authored by Mark Hefflinger on September 22, 2009 - 11:58am.

Palo Alto, Calif. - Facebook announced on Tuesday that it has forged a multi-year partnership with ratings firm Nielsen, that will see the companies work to help marketers better use Facebook and gain insights from their campaigns. The first product of the collaboration, Nielsen BrandLift, allows advertisers to serve opt-in polls on Facebook's homepage -- to measure consumer attitudes and purchase intent from display advertising that has appeared on the site.

The companies conducted a trial of BrandLift with Facebook advertiser Procter & Gamble, which saw 220,000 users become "fans" of the page for its Secret deodorant, according to PaidContent's coverage of a presentation on the partnership at Advertising Week in New York.

The results of the poll showed that the campaign increased purchase intent 11% overall, and by 33% among the target demographic of women ages 13 to 18.

http://snipurl.com/s1x8b (PaidContent)