Nielsen and Facebook launch Brandlift in UK

Nielsen and Facebook have announced that Nielsen Brandlift, which uses the Facebook platform to measure the effectiveness of online brand advertising, is now available in the UK.

Brandlift is the latest component of Nielsen's portfolio of advertising effectiveness solutions and is the first product available outside of the US from Facebook and Nielsen's strategic alliance.

The alliance, formed in September 2009, is designed to help marketers better understand the value of the internet in the overall marketing mix.

Brandlift uses opt-in polls on Facebook to measure the impact of advertising on consumer attitudes including brand perception, ad recall and purchase intent - metrics that are important to how advertisers measure the effectiveness of their brand campaigns.

Louise Ainsworth, EMEA managing director at Nielsen Online, said: 'Facebook and Nielsen are committed to changing how people think about online advertising, particularly looking beyond direct response to the effectiveness of the internet for brand-oriented campaigns.

'To do this, we intend to quickly build up a body of work here in the UK to provide local benchmarks to supplement those already available from studies done in the US,' she added.

These studies revealed swift changes in brand 'lift' metrics such as awareness, especially for products and brands that are new or less well-known.

Not every advertising campaign resulted in a change in consumer attitudes; however, 97 per cent of studies saw statistically significant lift on at least one key brand lift metric while 85 per cent of studies saw increases across at least two key metrics.

Nielsen Brandlift works with Nielsen being responsible for design and execution of the studies and working directly with Facebook's clients; while Facebook is responsible for collecting the data.

To maintain privacy, all data is aggregated before sending to Nielsen and neither company shares people's personal information with marketers.

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