The Nielsen Co., which is known for its TV ratings, will soon be offering a ratings service for Facebook campaigns as well.
The Nielsen relationship will emphasize “gross ratings points” that multiplies the reach of an ad by the frequency that the audience sees it. Using gross ratings points instead of traditional online metrics like click-through rates and impressions will let marketers buy online ads the same way they buy ads for print, TV and online.
Nielsen announced Nielsen Online Campaign Ratings last September and plans to roll out the service on August 15. A Nielsen rep says that while Facebook is the first client for the service, Online Campaign Ratings isn’t specific to any one site.
Last month Facebook also began working with comScore on the same type of measurement system, a comScore rep confirmed. That system also measures the efficacy of Facebook campaigns by gross ratings points. Meanwhile, Facebook is working on upgrading its own marketing tool, called Insights, which will also begin using GRPs.
Facebook is poised to take the number-one spot in U.S. display advertising revenues, according to eMarketer. Those figures, however, are at odds with estimates from IDC that peg Facebook’s share of revenues at 8%.
[via WSJ]
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Posted on Wed, 03 Aug 2011 14:08:39 +0000 at http://feeds.mashable.com/~r/Mashable/~3/tt9KSk4YyeY/
Comments: http://mashable.com/2011/08/03/facebook-nielsen-ratings/#comments
The Nielsen relationship will emphasize “gross ratings points” that multiplies the reach of an ad by the frequency that the audience sees it. Using gross ratings points instead of traditional online metrics like click-through rates and impressions will let marketers buy online ads the same way they buy ads for print, TV and online.
Nielsen announced Nielsen Online Campaign Ratings last September and plans to roll out the service on August 15. A Nielsen rep says that while Facebook is the first client for the service, Online Campaign Ratings isn’t specific to any one site.
Last month Facebook also began working with comScore on the same type of measurement system, a comScore rep confirmed. That system also measures the efficacy of Facebook campaigns by gross ratings points. Meanwhile, Facebook is working on upgrading its own marketing tool, called Insights, which will also begin using GRPs.
Facebook is poised to take the number-one spot in U.S. display advertising revenues, according to eMarketer. Those figures, however, are at odds with estimates from IDC that peg Facebook’s share of revenues at 8%.
[via WSJ]
More About: advertising, ComScore, display advertising, facebook, The Nielsen Co.For more Business & Marketing coverage:Follow Mashable Business & Marketing on TwitterBecome a Fan on FacebookSubscribe to the Business & Marketing channelDownload our free apps for Android, Mac, iPhone and iPad
Posted on Wed, 03 Aug 2011 14:08:39 +0000 at http://feeds.mashable.com/~r/Mashable/~3/tt9KSk4YyeY/
Comments: http://mashable.com/2011/08/03/facebook-nielsen-ratings/#comments