Facebook and Nielsen Partner for BrandLift

Facebook and A.C. Nielsen have partnered to create new tools for marketers to measure and increase the effectiveness of ads on Facebook.  The first product is called BrandLift, which will give advertisers a chance to more effectively target ad campaigns on Facebook by gaining new insights into the attitudes and purchasing intent of Facebook users.

Proctor & Gamble was one of the first marketers to test the system.  According to Facebook and Nielsen, the results showed that the campaign increased purchasing intent by 11% overall, and 33% in the target demo of women 13-18.  Nielsen’s partnership with Facebook is a natural as the former company has moved to the forefront in measuring the effectiveness and results of all forms of media and advertising.  And harnessing the potential for marketing in social media is the new Holy Grail of advertising.