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Business – Facebook to leverage traffic

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: Last week, market research outfit, The Nielsen Company, and social networking site, Facebook, came together to announce a multi-year, strategic alliance to help marketers leverage the popularity of social media sites. The tie-up is significant as according to one media research, time spent on network and blogging sites accounted for 17% of all time spent on the internet in August 2009— nearly triple of what was spent a year ago.

The first product of the collaboration is Nielsen BrandLift that is designed to provide marketers with effectiveness measurement for Facebook advertising. The tool uses opt-in polls on Facebook’s homepage to measure consumer attitudes and purchase intent from display advertising that has appeared on the site. Launched in the US with a few select test partners last year, it will later be available to all Facebook advertisers.

Nielsen BrandLift measures aided awareness, ad recall, message association, brand favorability and purchase consideration via a set of short, specially designed one-or two- question surveys. The surveys collect the information marketers need as part of the Facebook user experience.

“Facebook is a vital link between consumers and brands,” declared John Burbank, CEO of Nielsen’s online division, in a statement. “Together we will be able to provide the missing elements to clients seeking better understanding of how web content and online advertising affect consumer behaviour,” he said.

Working directly with Facebook’s advertising clients; Nielsen will conduct hundreds of Nielsen BrandLift tests over the coming months. The frequency of the surveys will be controlled to limit any one user from being asked to participate too often. No personal information will be collected during this programme. These will appear on Facebook’s homepage.

It needs to be recalled that the total estimated US online advertising spend was down 2% year-over-year, from an August 2008 estimated spend of $722,532,400 to an estimated spend for August 2009 of $711,442,800. Against this, the year-over-year estimated online advertising spend on the top social network and blogging sites increased 119%, from $49 million in August 2008 to $108 million in August 2009. However, Facebook despite this, appears to have seen significant growth with a 14.7% share of display ad views in the US in August 2009, up from 1.8% in January 2009.

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September 29, 2009 - Posted by | Uncategorized |

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