Nielsen Rolls Out Facebook Tool in UK

Nielsen is rolling out its Facebook ad measurement tool BrandLift in the UK, to offer clients a better understanding of the impact of online advertising in the overall marketing mix.

Nielsen and Facebook signed a multi-year partnership last September, when they initially launched BrandLift in the US.

The tool uses opt-in polls on Facebook to measure the impact of advertising on consumer attitudes including brand perception, ad recall and purchase intent.

So far, more than 70 BrandLift studies have been conducted in the US across the FMCG, retail, media and entertainment, technology, telecom, financial and automotive sectors.

Facebook's UK Commercial Director Stephen Haines says that US marketers have responded positively to BrandLift studies in the US, and that marketers in the UK will also benefit from a better understanding of how people react to their online campaigns.

'The power and scale of Facebook's community provides a unique platform for research,' states Louise Ainsworth, EMEA MD of Nielsen Online. 'This offering complements the portfolio of tools available to marketers in the UK with simple and fast insights on brand advertising.'

Ainsworth adds that the two firms intend to quickly build up a body of work in the UK, to provide local benchmarks to supplement those already available from the studies conducted in the US.

Web sites: www.nielsen.com and www.facebook.com .