Facebook has teamed up with Nielsen in a strategic alliance to help marketers better measure social media campaign results. The partnership, announced September 22, has produced a tool called BrandLift, which polls Facebook users via opt-in surveys to measure consumer attitudes and purchase intent from display advertising on the social network.
BrandLift will debut in the US with select test partners this week and will roll out to all Facebook advertisers in the coming months.
“This gives marketers a chance to measure the impact of their display ads on Facebook, which is something that most sites already do,” said Nate Elliot, principal analyst at Forrester. “This is just Facebook catching up with a lot of other sites.”
Earlier this month, Facebook released banner ad units that include a specially designated direct response ad that includes coupons in its call to action. Fast food chain Chick-fil-A is testing these ads.
Elliot added that it’s “disappointing that they haven’t offered any measurement on the impacts of other kinds of social marketing.”
“Marketers need the most help overall understanding the impact of social campaigns,” he added.