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BATAVIA, Ohio (AdAge.com) — It pays to accept admirers on Facebook if you appetite your ads to assignment there too, according to the aboriginal accessible abstraction to arise out of the accord of Nielsen Co. and Facebook.



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Ads that included mentions of accompany who were cast admirers saw an access in anamnesis of 16%, and 30% back the ads coincided with a agnate acknowledgment in users’ account feeds. The abstraction of added than 800,000 Facebook users and ads from 14 brands in a array of categories shows a apparent access in ad recall, acquaintance and acquirement absorbed back home-page ads on the amusing arrangement acknowledgment accompany of users who’ve become admirers of the cast in the ad.

The appulse on acquaintance and anamnesis is alike added arresting back a home-page ad coincides with what Facebook and Nielsen appellation “organic” amusing advocacy, i.e. an account in a user’s account augment advertence a acquaintance has become a fan of a brand.



In short, alleged becoming media generated back bodies acknowledgment or apostle brands makes the paid media appreciably added effective, according to the study. Nielsen and Facebook plan to altercate after-effects of the abstraction in a affair at Ad:Tech in San Francisco on Tuesday.



Increased recallFacebook-home-page ads on boilerplate generated a 10% access in ad recall, a 4% access in cast acquaintance and a 2% access in acquirement absorbed amid users who saw them compared with a ascendancy accumulation with agnate demographics or characteristics who didn’t.

But the access in anamnesis jumped to 16% back ads included mentions of accompany who were cast fans, and 30% back the ads coincided with a agnate acknowledgment in users’ account feeds. Cast acquaintance saw agnate bumps: up 2% from aloof a home-page ad, 8% with a “social ad” address mentions of accompany who were cast admirers and up 13% back a home-page ad appeared forth with a acknowledgment of accompany who were cast admirers in the users’ account feeds.

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Acquirement absorbed was 2% college amid admirers of home-page ads vs. nonviewers, but got a four-times-bigger bump, up 8% either from amusing ads or back ads appeared alongside amoebic mentions of the cast in the account feed.

Becoming and paid mediaOne above takeaway from the assay is that paid and becoming media assignment calm in agency that could accept implications able-bodied above Facebook, said Jon Gibbs, VP-media analytics at Nielsen. “The bazaar has been talking absolute abundant about how to buy paid media and acquire becoming media, but there’s been absolute little absorption to the types of amalgam impressions and amalgam acquaintance that blends these two,” Mr. Gibbs said.

While Facebook’s amusing ads present a adequately different way of aggregate the paid and becoming impressions, Mr. Gibbs acclaimed that it’s not a absolutely abandoned example. He cited rich-media vendors that acquiesce for Twitter feeds, amusing annotation or added kinds of customer ascribe aural their ads. But he said accepting specific accompany affiliated to a brand, as Facebook does, appears to accept added appulse than aloof accumulation amusing annotation broadly.

The anamnesis levels for home-page ads on Facebook arise “slightly college than accepted norms we’ve done on added projects,” Mr. Gibbs said. “What we’ve apparent in both amusing ads and amoebic [mentions] are abundant college than we’ve apparent in added campaigns forth these lines.”

After-effects ‘unremarkable’Rex Briggs, CEO of the analytics close Business Evolution, which has conducted abundant online announcement capability studies, alleged after-effects for Facebook’s approved home-page ads “unremarkable and in band with banderole ads [generally],” but he added that the after-effects for amusing ads and the appulse of amoebic mentions accomplish for “a absolutely absorbing story.”

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Nielsen appeared to apply a acceptable alignment acclimated back the aboriginal online ad capability studies in the mid 1990s, Mr. Briggs said.

“It does what Facebook capital to do, which is legitimize the announcement and business archetypal of Facebook,” he said. “What it doesn’t do is accord the cross-media compassionate of how does this allotment fit into all-embracing business plans.”

What Facebook additionally hasn’t done, he said, is accessible its doors and abstracts to a array of assay companies as others, such as Microsoft, Yahoo or AOL accept done. That its centralized abstracts abide abundantly beneath wraps, and its arrangement for creating fan pages charcoal almost bound compared to what marketers can do with their own sites or added networks may additionally be attached acquirement for Facebook, he said.

Paid media cheaperIn all, Nielsen projects about 18 actor Facebook users saw ads abstinent as allotment of the study, of which about a actor additionally saw amoebic mentions of their accompany in amusing ads. Roughly addition actor saw amoebic mentions of the brands featured in the abstraction after seeing the ads.

Based on those numbers, it’s still a lot easier — if not necessarily cheaper — to buy calibration on Facebook than acquire it by acceptable fans. It’s additionally an adumbration to Mr. Gibbs that marketers charge to focus on acceptable Facebook admirers over the continued booty if they appetite to advance their allowance of success back announcement there.

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Of the 18 actor users apparent to the ads, alone about 130,000, or beneath than 1%, “engaged” with them by beat on them. But about 40,000, or about 4%, of users who saw amoebic mentions of their accompany become cast admirers clicked on those account items. The college click-through on amoebic impressions is addition adumbration of the ability of becoming media on Facebook, Mr. Gibbs said.

“I do anticipate it requires a akin of advancing advance in amusing media,” Mr. Gibbs said, as against to a alternation of concise projects. He additionally said marketers who accept ample e-mail databases should apparently be auspicious consumers in e-mail programs to accompany their Facebook pages.

Mr. Gibbs said he doesn’t accept Facebook’s affairs to move from “become a fan” to the added click-prone “like” as a agency of abutting cast pages would accept abundant appulse on the numbers in the study. And he believes, admitting it wasn’t allotment of the survey, that users by now accept been apparent to abundant of Facebook’s amusing ads to apprehend that back they become admirers of a brand, they may additionally become endorsers in that brand’s Facebook ads.

The Nielsen BrandLift acclamation acclimated to assay Facebook users was a “lightweight” poll, about with alone two questions, aimed at maximizing acknowledgment rates.

Nielsen didn’t absorb absolute purchases, as against to acquirement intent, “because this is the aboriginal bearing of this research,” Mr. Gibbs said. “We capital to stick to branding because it’s accent the bazaar is absolute adequate with. In abutting generations, I would accept we will alpha accumulation offline acquirement and added transactional abstracts as allotment of the analysis.”

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Last Updated: January 20th, 2019 by admin
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