The Nielsen Company and Facebook are jointly collaborating on a pilot to better measure effectiveness of Facebook campaigns. The pilot has been undertaken for a social developmental organisation called ‘Travel Another India’, which aims to promote responsible tourism in India.
The pilot will serve to combine Facebook’s growing reach amongst Indian consumers with Nielsen’s market research expertise and unearth insights about the effectiveness of advertising on Facebook.
Farshad Family, Managing Director of Nielsen’s Media business, India, said, “Facebook is an increasingly vital link between consumers and brands. We have leveraged this strength in the US market through our partnership with Facebook in a way that provides key insights to advertisers. The need for effectiveness is even greater for entities that want to be effective with limited resources, and a social developmental organisation is a great example of linking consumers to causes as a community. We are certain that this pilot will move us closer to that objective in India for vibrant brands that use our expertise.”
In a prepared statement, Brad Smallwood, Director of Insights and Measurement, Facebook, said, “Nielsen is the leader in measurement and is an excellent global alliance for us as we look to provide marketers with richer ad effectiveness data.”
Adding to that, Kirthiga Reddy, Director of Online Operations and Head of Office India, Facebook, said, “The combination of our unique ability to quickly and efficiently poll a sample from over 15 million Facebook users in India and Nielsen’s expertise in data analysis will give marketers access to powerful insights they can use to understand and improve current and future campaigns.”