The Nielsen Company, who provides the media/advertising industry benchmarks for what customers are watching and buying, is quickly becoming obsolete in a world of DVRs, online advertising and social media. But, a company that’s nearly 100 years old isn’t going down without a fight. Through heavily publicized innovation initiatives, Nielsen is making a comeback. Not least of their efforts is a new partnership with social networking giant, Facebook, to offer a new rating service for online advertising campaigns.
Today, advertisers are charged with offering their clients for far more accuracy and precision in their media buys than ever before. There was a time when hitting a generalized demographic (18-35 year old females in the northeast U.S., for example) now have to show they’re getting exposure with the right [tooltip content=”For example, Likes Starbucks coffee, hates reality TV, etc.” url=”” ]psychographics[/tooltip]. How can your grandfather’s rating company compete with that level of audience targeting? They partner with a media company that knows their audience as well as they know themselves–Facebook.
Online ads have always offered advertisers highly precise data (actual impressions, click-through rates, ad variations, geographic information and much more). Now the big guys are cashing in on all that personal data available to (hopefully) present the most relevant and effective ads to the perfect audience (not just the audience that’s “close enough”).
a accurate and comparable way to determine the true value of their online and cross platform effectiveness metrics. Nielsen has created a breakthrough service that helps advertisers better grasp the value of their media investment.
In a world that is slowly being taken over by DVR, the Nielsen Company have found new ways to use their very select skills. Known for being the group who work on gathering television ratings, Nielsen are branching out and teaming with social networking giant Facebook to offer a ratings service for their ad campaigns.
According to Website Magazine:
[quotes]Though Facebook is probably a solid (and obvious) choice for a first data provider for the service, Nielsen made sure to say that Online Campaign Ratings is not specific to a single site.[/quotes]