Facebook, getting flak from advertisers because some of its metrics were inaccurate, has become the first company to sign up for a new product from Nielsen Catalina Solutions that measures the unduplicated reach and sales generated by campaigns across Facebook and TV.
Nielsen Catalina Solutions and Facebook also conducted a study of consumer packaged goods brands to understand how Facebook and TV advertising can work together that was presented at the Advertising Research Foundation’s annual conference in New York Monday (March 20).
"Advertisers consistently ask us for better, cross-channel sales effect measurement,” said Leslie Wood, chief research officer Nielsen Catalina Solutions. "To reach this common goal, it will take more than the efforts of individual media companies. It will take the entire industry, collaborating together and with independent, trusted third parties. We're excited to be working with Facebook towards achieving this goal."
The report showed six CPG campaigns. For two, TV had the bigger sales lift. For four, Facebook had the bigger sales lift. But in all cases, the two media together added more lift.
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Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.