Nielsen conducting surveys for Facebook to measure online advertising.

Stefanie Berliant
Media Coordinator

Nielsen BrandLift and Facebook have teamed up to measure the effectiveness of ads shown on Facebook. This campaign will be using opt-in polls on Facebook Hompages to measure consumer attitudes and purchase intent on the ads that appear within Facebook.  Facebook’s global reach is the perfect platform to gather data for Nielsen to analyze and provide marketers with best practices on how to improve ad campaigns within Facebook. Nielsen BrandLift will be measuring the effectiveness of aided awareness, ad recall, message association, brand favorability and purchase consideration

Facebook generates its revenue mostly from the ads shown within the social network. This is a great way for Facebook to gain more insight as to what significantly impacts these audiences. As a marketer, I appreciate the extra mile Facebook and Nielsen are going to gather this data. Facebook ads can already be targeted by age, geography, education level, gender, organizations, relationship status, languages, and keywords. These ads can be shown on a CPC or CPM model and budgeted on a daily spend. By conducting this research, Facebook is continuing to prove its effectiveness of its ad serving technology.  Couple the findings from this research with the new version of Ads Manager Facebook has pushed into beta over the past week, and I expect to see a lot of changes within Facebook’s ad serving platform in the near future.