Nielsen has struck a global, multiyear partnership with Facebook that begins with hundreds of studies this year to explore the effectiveness of advertising on the online social network.
Nielsen will design and execute the studies while data collection and consumer privacy will be handled by Facebook, which claims 300 million users.
The partnership “contributes a new and important dynamic element to our overall three-screen strategy,” Nielsen Online CEO John Burbank wrote in an internal memo to Nielsen employees.
The deal calls for Nielsen to be Facebook’s preferred market research provider.
The first product stemming from the relationship is called BrandLift; which will leverage data from user polls already at Facebook.
“BrandLift will be commercially available in the coming months, and we expect to conduct hundreds of studies with clients who advertise on Facebook by the end of the year,” Burbank wrote.
It will be interesting to see how the efforts pan out, as polling wouldn’t seem to be the best way to measure online effectiveness.
While Facebook is the undisputed king of social media at the moment, there are plenty of analysts, marketers and media who are starting to see cracks in Facebook’s armor, and wonder if the network is destined to experience a rapid falloff in usage as www.myspace.com did, or becomes a ghetto of undesirable demographics.