Integrated Solutions. Measurable Results.April 2010
360i Point of View on
Nielsen and Facebook’sAdvertisin Effectiveness Stud
awareness, recall or purchase intent have usedpolls in their advertising or leveraged their fanbase to ask questions. With a BrandLift study,marketers can explicitly measure the lift inthese metrics and evaluate against othermarketing tactics, which are being measuredthe same way.The results can also show marketers theimpact of their advertising within differentenvironments. For instance, the study showeda 15 point jump in awareness for consumerswho exposed to 10+ organic impressions.Within standard display campaigns, frequencyis usually capped at 5-10 impressions, with thebelief that anything over that won’t impactawareness.
Next steps for marketers
Marketers need to begin looking at paid and earned media initiatives as complementary and knowthat planning them together can impact brand metrics. Marketers and their agencies will need todevelop strategies that include both, clearly laying out how they’ll play off each other.When developing the strategy, marketers and agencies should think about:
How will the paid media investment drive earned media volume?
Who will be seeing the paid ad (target audience)?
What’s the pass-along factor? What will motivate consumers to share it?
How will they ensure that their main message remains a part of the conversation?
What does the organic impression look like?
What are the goals of the campaign?
What are other ways we can measure the effect of paid and earned media acrossmultiple platforms beyond Facebook?There are a variety of tools that can help measure brand metrics. Nielsen’s BrandLift is the onlyone that uses Facebook as a research panel. Beginning later this year, Nielsen will begin sellingthe BrandLift study to brands that are advertising off of Facebook. For these brands, the Facebookaudience will still serve as the research panel. Nielsen and Facebook, working through a thirdparty, will be able to identify a user who sees an ad off of Facebook and serve that user a pollwhen he or she is on Facebook. There will be no personally identifiable information passed.According to Nielsen, there is a 60-80% overlap between Facebook and most large sites.
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