Facebook, Nielsen to ask users about display ads

Short polls will gauge whether display ads are effective, letting marketers fine-tune their campaigns

Facebook is partnering with Nielsen on using a system that gathers feedback about whether online display ads are influencing Web users.

The system, which is called Nielsen Brand Lift, will be introduced at an advertising conference on Tuesday in New York by Sheryl Sandberg, Facebook's chief operating officer.

The system, which is launching with some test partners this week in the U.S., is intended to give advertisers a better feel if their marketing investments in display ads are working. Facebook plans to offer it to all advertisers within a few months.

Nielsen BrandLift would be able to poll users about display ads, and Facebook would be able to supply that data, as well as data from people who didn't see the ad, back to advertisers.

The system uses "opt-in" polls, which consist of one- or two-question surveys, on Facebook's home page the companies said. The polls will be slotted into the spot where sponsored content appears.

Hundreds of polls will be conducted over the next few months, but the frequency will be limited to ensure no one is polled too often. Also, no personal information will be collected.

Since social-networking platforms are usually free, the great hope is that the platforms will be a new way to reach consumers through advertising. But it has been difficult for sites to turn a profit.

Facebook, the world's largest such network with 300 million regular users, has been perhaps the most successful. It has had some success with display and other advertising, announcing last week that it was cash flow positive.

According to Nielsen figures, Facebook had the fourth-largest unique audience in the U.S. among all Web properties for August 2009, with more than 103 million users.

According to the Interactive Advertising Bureau, Internet advertising revenues total $23.4 billion for 2008, 10.6 percent more than 2007.

Join the Good Gear Guide newsletter!

Error: Please check your email address.

Tags advertisingnielsenonline advertisingFacebook

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Jeremy Kirk

IDG News Service
Show Comments

Essentials

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?