Nielsen, Facebook partner on 'BrandLift'

NEW YORK: The Nielsen Company and Facebook partnered to introduce Nielsen BrandLift, the first product derived from the strategic alliance the two companies announced on September 22.

NEW YORK: The Nielsen Company and Facebook partnered to introduce Nielsen BrandLift, the first product derived from the strategic alliance the two companies announced on September 22.

Nielsen BrandLift will give Facebook users the ability to opt-in to respond to a short poll that will measure ad effectiveness, recall, and other advertising metrics. It will be available to select test partners before being rolled out to all Facebook advertisers in the coming months. Matt Anchin, SVP of digital communications at The Nielsen Company, said that Sony participated in the announcement and will take part in some of the tests, but would not elaborate on other test partners.

While BrandLift is focused on Facebook advertisers, Anchin added that the data being collected will be valuable for all marketers.

“Marketing and communications pros across every industry are looking to understand how Facebook, social media, and the changing nature of media overall affects how we do our jobs,” he said. “As marketing and communications continues to be integrated, blurring the lines in new ways, we need to be aware of what's going on holistically.”

Facebookers spent more time on the site per user than any other in August: five hours 46 minutes and four seconds, Nielsen reported along with the announcement this morning. In addition, the social network captured the fourth largest unique audience in the US among all Web brands for that month with nearly 103.9 million users.

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