Do you ‘Like’ the idea of Nielsen Ratings for Facebook?
The Nielsen Co., renowned for its audience ratings systems for all media across the US including television, radio, theatre films, and newspapers has just announced that Nielsen ratings for Facebook will be coming soon. According to their website, “Nielsen will provide the insights for audience measurement, advertising effectiveness and overall marketing performance and cross-platform strategies.” This is great news for those involved in marketing on Facebook as their were already some firms tackling advertising effectiveness and presence, but Nielsen ratings for Facebook are being predicted as the most effective way to accomplish this task to date, with their long history of success backing them.
“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.” http://mashable.com/2011/08/03/facebook-nielsen-ratings/
Nielsen Ratings for Facebook | Changing The Game
That’s why Nielsen ratings for Facebook will change the game for ROI on social networking sites. Just because a user doesn’t necessarily click on an ad, doesn’t mean that they didn’t see it or that they weren’t influenced to make a purchase in the near future. Nielsen ratings for Facebook will bridge this gap for advertisers and enhance the knowledge of their ads effectiveness.
Nielsen Ratings for Facebook | Not Exclusive
This has been in the works at Nielsen Co. since last September when they began discussing their Online Campaign Ratings system and its planned launch for August 15th of this year. Notice that the title isn’t Facebook Campaign Ratings, so although Nielsen ratings for Facebook may be their first tester, it is by no means exclusive. Be on the look outs for Nielsen Ratings for Twitter and other social networking sites as well.
And Facebook isn’t exclusively working with Nielsen either:
“Last month Facebook also began working with comScore on a similar type of measurement system that aims to track reach and frequency, a comScore rep confirmed. That system also measures the efficacy of Facebook activity by gross ratings points. Meanwhile, Facebook is working on upgrading its own marketing tool, called Insights, which will also begin using GRPs.”
http://mashable.com/2011/08/03/facebook-nielsen-ratings/
Facebook is at the number one spot for US Display advertising revenues according to eMarketer, which contradicts IDC that puts Facebook at 8% for advertising revenues. Whatever the case may be Nielsen ratings for Facebook are going to revolutionize the advertising game for social media.
So, what do you think? Do you ‘Like’ the idea of Nielsen Ratings for Facebook?