BrandLift is a hot topic in Marketing research circle is the new initiative from Facebook and Nielsen Co. A Research method to measure consumer attitude and purchase intent among Facebook’s 300 million audience.
Why is it important for Facebook? Because the industry is still reluctant to advertise in Facebook due to the unmeasured performance of the ad. With this research method, they hope that it will increase confidence among its (potential) client to advertise in Facebook.
For Nielsen, Facebook so far is a black box that need to be opened. It has 300 million audience or about 15 percent of all U.S. display ad views, this is a quite big coverage hole for Nielsen or anybody else in the Industry. Having access to study facebookers will give Nielsen a major advantage in competition.
Some pre-preliminary studies is actually conducted before the press release to day. One of the client is Sony Pictures who use the tool to asses consumer reaction towards some of its movies.
Sony said that Facebook campaigns for “District 9,” “The Ugly Truth,” and “Julie & Julia” performed well, by Nielsen’s measure. In the case of “The Ugly Truth,” after seeing an ad on Facebook, women 34 and over were more than 80 percent more likely to see the movie…
This is equally important in Indonesia as 16 million of Indonesian is now registered in Facebook compare to last year which is about 600.000 or so… a huge-huge jump, I will not surprised if the service will be rolled out to Indonesia very soon.
