Nielsen Ratings to Measure FaceBook Advertising
Nielsen, famous for its TV ratings, is bringing its services to FaceBook. Nielsen will be rating campaigns using a new metric: gross ratings points. Traditional metrics, such as impressions and click-throughs, are normally used, but this new metric will allow advertisers to buy advertisements like they do in print media and TV. The service rolls out on August 15 and has been in development since September.
This is exciting news for digital marketing agencies because it presents a new way, and probably better, way to measure the ROI for advertising. Not only will that help profit margins by eliminating error but it will also allow the digital agency to better tailor its campaigns for the proper demographic. While FaceBook is the only client using the Nielsen system, it is not a FaceBook specific system and will eventually be applied elsewhere.