Will Scully-Power


Nielsen to Gather Online Advertising Audience Measurement Data from Facebook
September 27, 2010, 12:23 am
Filed under: Social Media | Tags: ,

Nielsen Media Research plans to release a new online advertising audience measurement service, and it has secured existing partner Facebook as its first participant from which it will collect data, according to The Wall Street Journal. This online gross ratings points system would track frequency and reach, similar to Nielsen’s television ratings system.

The service may track age, gender, and possibly location of people seeing online ads in anonymous aggregate form. The results would provide advertisers with more exact measurement of who is seeing their ads, which may encourage them to shift spend towards the internet.

Nielsen would merge data from Facebook and other participating websites with its demographic panel data to create the ratings system. Marketers including Proctor & Gamble, as well as media buyer Publicis Groupe S.A.’s Starcom MediaVest have signed on as early testers for the research, according to the report. These and many others spending on advertising have been looking for better ways to measure online advertising.

While advertisers are realising social media is an important element of marketing campaigns, the dearth of concrete metrics on reach have made some hesitant to pull dollars away from mediums like television which have more established measurement systems. Current online measurement metrics like site traffic and clicks aren’t sufficient for determining the audience of display ads.

Facebook stands to gain from Nielsen’s new rating system: third-party analysis of the company’s data, that shows results for advertisers, in turn make Facebook’s advertising products look more promising.

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Nielsen acquires video analytics firm GlanceGuide
May 5, 2010, 1:22 am
Filed under: #mktgcloud, Datarati, Video, Web Analytics | Tags: ,

Analytics and audience measurement giant Nielsen has acquired video analytics company GlanceGuide. Terms of the deal were not disclosed.

GlanceGuide’s analytics and measurements provide insights into how consumers interact with the video they watch online. GlanceGuide’s analytics have been already been integrated into Nielsen’s online video measurement tools to “deliver more actionable daily insights to media publishers, agencies and advertisers.”

More: http://techcrunch.com/2010/05/04/nielsen-acquires-online-video-analytics-company-glanceguide



Facebook does data deal with Nielsen
September 23, 2009, 6:24 am
Filed under: Data, Social Media, Web Analytics | Tags: , ,

nielsen

Facebook Inc. plans to announce a deal with online measurement company Nielsen Co., in a step to address advertisers’ frustration with measuring how ads perform on the social network.

Under the partnership, Facebook will begin polling users about some of the display ads it runs on its site, such as banner promoting a movie release.

Facebook will provide that data, including responses from those who didn’t see an ad, to Nielsen, which will package it for advertisers.

More: http://online.wsj.com/article/SB125356656635628897.html?mod=dist_smartbrief



Turner research chief slams Forrester Research + Nielsen data
January 27, 2009, 4:41 am
Filed under: Research | Tags: , ,

forrester-researchSpeaking on a panel about the future of audience measurement, Jack Wakshlag said a Forrester report caused huge damage.  He also shot down the methods used to Nielsen audience data.

Watch the video here:  http://adage.com/brightcove/lineup.php?lineup=1266084202




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