Facebook hopes to provide accurate advertising measurements with its latest deal with Neilson. Many have claimed that Facebook’s advertising techniques are not successful, but with this partnership, Facebook will be able to provide more reliable data.
Facebook will poll users about the display ads on its site and then provide that data to Nielson who will package it for advertisers. It will also include responses from people who did not see an ad.
By teaming with Nielson, Facebook will give more credibility to its advertising data. Some brands have already begun conducting intent-to-purchase tests on the site. According to ClickZ, Procter & Gamble’s Secret deodorant brand ran the advertising test and discovered that 11 percent of survey respondents were “extremely likely” to buy Secret. In the brand’s core demo of 18 to 34 year old women, the intent-to-purchase figure was 33 percent.
With this new information, advertisers will be able to gain more insight over the effectiveness of their advertising campaigns on social networking sites.
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