In its latest attempts to attract advertisers, Facebook has joined forces with the metrics firm Nielsen to enable marketers gauge performance of the ads placed on the social networking platform.
The chief operating officer for Facebook, Sheryl Sandberg, has announced this long-term strategic collaboration between the two companies at an advertising conference in New York.
Touting the lucrative alliance, Sandberg said: “The combination of our unique ability to quickly and effectively poll a sample of our more than 300 million users and Nielsen's expertise in data analysis will give marketers access to powerful data they can use to understand and improve current and future campaigns”.
Facebook further asserted that the first product of such collaboration would be tagged as “Nielsen BrandLift”, and would help marketers to measure the effectiveness of advertising on the social networking website.
BrandLift will reportedly employ voluntary polls of Facebookers to gauge consumer attitudes, asking for their opinions on multitude of advertising-related aspects, such as their thoughts on forms of advertising.
This new feature will be debuted in the US this week, and it will gradually be rolled out to all Facebook advertisers in the coming months.
Facebook’s partnership with Nielsen would certainly bolster up its appeal for the marketers community, by helping them to reach a wide user-base and run targeted ad campaigns.
The announcement comes only a few days after Facebook quietly canned its controversial Beacon marketing solution. Now that was a great news. Facebook is likely to increase those partnerships over the next few months as the social networking website pushes ahead with profitability plans
(The Wal Street Journal)
(Search Engine Watch)