We’ve heard from countless brand marketers about the need for guidance when it comes to measuring the value of social media advertising. It’s why we’ve made a major investment towards helping advertisers understand how to achieve their brand goals in a social context. Our joint report: Advertising Effectiveness: Understanding the Value of a Social Media Impression provides early insights from Nielsen’s BrandLift product which analyzed survey data from more than 800,000 Facebook users in response to more than 125 Facebook ad campaigns from 70 brand advertisers.

Nielsen/Facebook Report: The Value of Social Media Ad ImpressionsApril 20, 2010
Jon Gibs, Vice President, Media Analytics, The Nielsen CompanySean Bruich, Measurement Research, Facebook, Inc.
We’ve heard from countless brand marketers about the need for guidance when it comes to measuring the value of social media advertising. It’s why we’ve made a major investment towards helping advertisers understand how to achieve their brand goals in a social context. Our joint report: Advertising Effectiveness: Understanding the Value of a Social Media Impression provides early insights from Nielsen’s BrandLift product which analyzed survey data from more than 800,000 Facebook users in response to more than 125 Facebook ad campaigns from 70 brand advertisers.
While the medium of social media advertising is still a wild frontier for some, the BrandLift framework solves a number of advertiser concerns by providing quantifiable data that can be mapped to trusted advertising effectiveness benchmarks already in place: Ad Recall, Brand Awareness, and Purchase Intent.

Excerp from the full article at http://blog.nielsen.com/nielsenwire/online_mobile/nielsenfacebook-ad-report/

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If you are responsible for managing your brand, you will know that it’s no easy task. It’s your job not only to plan the strategy, but also to organise the brand-building activities, managing agencies while also overseeing internal communications. After all this, it’s hardly surprising that many brand managers are guilty of overlooking the importance of monitoring brand progress. It’s one thing working out where your brand should be going, but how do you know if you have got there?

Sales figures or other general business metrics are not enough. And if you are unlucky enough to have brand-sceptical senior management breathing down your neck and questioning every investment you make, you need a way to prove the value that you are bringing to the business. Monitoring is an essential part of branding because it will help you to ensure branding is funded as it should be and it will, of course, increase the effectiveness of what you are doing by proving that your work is having the desired effect.

For full article see https://www.b2bm.biz/knowledgebank/branding/how-tos/how-to-manage-your-brand/

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