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Nielsen and Facebook launch online marketing tool New tool allows advertisers to measure impact on consumer attitudes.
Companies that use online video productions as part of their marketing strategy could find it easier to measure its effectiveness thanks to a new tool from Nielsen and Facebook.
Available in the UK for the first time, Nielsen BrandLift uses opt-in polls on the social networking site to measure the impact of advertising on consumer attitudes including brand perception, ad recall and purchase intent.
Louise Ainsworth, EMEA managing director of Nielsen's online division, said the tool "provides a unique platform for research" offering "simple and fast insights on brand advertising".
BrandLift has already been implemented in the US. So far, more than 70 studies have been conducted in the US across the FMCG, retail, media & entertainment, technology, telecom, financial and automotive sectors.
"Marketers have responded positively to BrandLift studies in the U.S. and we know marketers in the U.K. will also benefit from a better understanding of how people react to their online campaigns," said Stephen Haines, Facebook's UK commercial director.
Nielsen is expected to announce figures from the first UK Online Measurement Company (UKOM) report next month.
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