Facebook, Nielsen team up to measure ad performance
Facebook COO Sheryl Sandberg, announced the launch of the “multi-year strategic alliance” in an advertising conference in New York.
“Nielsen is the leader in measurement and is an excellent partner for us as we look to provide marketers with richer data ad effectiveness,” said Sandberg.
“The combination of our unique ability to quickly and efficiently survey a sample of our more than 300 million users and Nielsen’s experience in data analysis will give you access to powerful marketing data that can be used to understand and improve current and future campaigns, “he said.
Facebook said the first product of the collaboration is to be called “Nielsen BrandLift” and is designed to give marketers “measuring the effectiveness of advertising on Facebook.”
BrandLift using voluntary surveys of users of Facebook to measure attitudes of consumers, asking them, for example, what they think of the ads on the screen – ads that use photographs, video and interactivity rather than plain text.
No personally identifiable information is collected.
BrandLift Facebook said it will launch in the U.S. this week and put into practice in all advertisers of Facebook in the coming months.
“Together we will be able to provide the necessary elements to customers seeking a better understanding of how Web content and online advertising affect consumer behavior,” said John Burbank, executive director of the online division of Nielsen.
According to Nielsen, estimated spending on online advertising in the most important social network and blog sites rose by 119 percent over the past year, 49 million in August 2008 at $ 108 million last month.
He said advertising spending in the most important social network and blog sites grew from seven percent of total spending on online advertising in August 2008 and 15 percent last month.
Facebook, meanwhile, saw its share of display ad views in the United States will grow from just 1.8 percent in January to 14.7 percent in August.
Facebook’s chief executive, Mark Zuckerberg, announced last week that the Palo Alto, California, the company had become “positive cash flow” the last quarter, which means that now is to earn enough to cover the operating costs.
Zuckerberg, who created Facebook with two fellow Harvard five years ago, did not provide any financial details of the company, but is believed to pull hundreds of millions of dollars annually on advertising.