Facebook marketing solutions provider Spruce Media teamed up with measurement firm Nielsen and the social network to begin offering Nielsen Online Campaign Ratings, which bring a benchmark comparable with Nielsen’s television gross rating points to brands advertising on Facebook.
Spruce said Nielsen Online Campaign Ratings will allow brands to better determine the effectiveness of their campaigns on Facebook and lead traditional and digital media teams to “speak the same language” and quantify the total purchased media across a normalized metric.
The measurement had previously been available only to brands that purchased advertising directly from Facebook.
Spruce Founder and CEO Rob Jewell said:
Even the most sophisticated advertisers are viewing only a thin slice of what audience data is available. By collaborating with Nielsen and Facebook and offering Nielsen Online Campaign Ratings data on our platform, we are able to give brand advertisers a more complete picture of their target Facebook audience and deliver much more robust advertising value.
Nielsen Senior Vice President of Client Service Sujit Dasmunshi added:
Spruce’s adoption of Nielsen Online Campaign Ratings will provide advertisers and their media agencies a valuable set of metrics, which will demonstrate the unique value of reach and frequency of paid media on Facebook.
Brands: Will you explore using Nielsen Online Campaign Ratings?