In a world that is slowly being taken over by DVR, the Nielson Company have found new ways to use their very select skills. Known for being the group who work on gathering television ratings, Nielson are branching out and teaming with social networking giant Facebook to offer a ratings service for their ad campaigns.
This new project will emphasize "gross ratings points," which muliply the reach of an ad by the frequency that the audience sees it. This new system will replace traditional online metrics that have been somewhat unreliable in the past, such as clickthrough rates or impressions, and will allow marketers to buy ads for Facebook in the same way they would buy ads for print, television, and other online sources.
Nielson's Online Campaign Ratings system was first announced last September and is now planning on beginning the service on August 15.
Though Facebook is probably a solid (and obvious) choice for a first data provider for the service, Nielson made sure to say that Online Campaign Ratings is not specific to a single site.
Currently, Facebook is set to take the number one spot in US display advertising revenues according to eMarketer.
Just a month ago, the social networking website began working with digital business analytics company comScore on a similar measurement system to track the reach and frequency of their display advertisements. That system also measures the efficiency of Facebook activity through gross ratings points.
Facebook is also developing Insights, yet another marketing tool that measures traffic and activity through gross ratings points.
These big changes in Facebook's advertising schemes could alter the way in which companies promote themselves on the site. At the very least, it could change the way they pay to do it.