Brand.net Launches Digital Media’s First Social Media Measurement Suite for Brand Advertisers

by Cindy Cattey
November 8th, 2011

Brand.net today announced the launch of its Social Media Measurement Suite, the first turnkey media and measurement solution designed to give brand advertisers insight into the impact of their cross-format digital media campaigns on their social media presence and perceptions. Social Attitude™ and SocialLink™ provide integrated insights on the impact of display, video and social media on users’ brand perceptions on Facebook and other social activity.

“Our brand advertisers have told us that it is critical, but extremely difficult, to measure the impact of their digital media campaigns on their social media presence,” said Elizabeth Blair, CEO of Brand.net. “Previously, they challenged us to measure media’s impact on offline sales and we developed SalesLink®, the first and per Nielsen the most-used web-wide offline sales media and measurement solution. Our customers asked us to turn our innovation to their latest challenge, social media measurement, and today we are excited to launch for them the first two products in our Social Media Measurement Suite, Social Attitude and SocialLink.”

• Social Attitude taps into the expansive demos of the Facebook community to provide brand advertisers with understanding of the attitudinal impact of their web-wide digital campaigns. Powered by Nielsen Online Brand Effect, an ad effectiveness measurement service that provides performance metrics and qualitative insights into the impact of online ads running anywhere on the web, Social Attitude delivers rapid and detailed insight into brand KPIs through Nielsen’s polling of exposed audiences on their Facebook homepages.

“Nielsen understands how critical social measurement is to brand advertisers and, in our view, the most important thing is to have a multi-faceted understanding of audiences, including reach and frequency metrics, as well as how they interact with brands,” said Scott McKinley, EVP Ad Effectiveness at Nielsen. “That’s why we’re excited to work with Brand.net to give their clients insight into the impact of their digital campaigns – no matter how big or small – drawn from our measurement of Facebook’s expansive community of representative and highly engaged users.”

• SocialLink provides detailed insights into the impact of a brand’s digital campaign on its own Facebook presence, including Facebook fan page visitation and related search activity. SocialLink ties into comScore’s extensive brand tracking on Facebook, mapping broad-reach online campaigns to both Facebook and brand micro-site engagement. For the first time, brands can learn how their paid campaigns drive audience behavior and interactivity across owned and earned channels at the same time.

Rounding out its Social Media Measurement Suite, Brand.net also integrates comScore’s Social Essentials into its upfront partnerships. With Social Essentials, Brand.net provides detailed behavioral insights and data on the size, frequency and demographic composition of a brand’s Facebook following.

“Our advertisers asked for social media measurement that more closely ties impact to campaign and we have responded with a trifecta: proven Nielsen and comScore research capabilities, the power of the Facebook community, and the quality and scale of Brand.net media, powered by our pioneering MFP platform,” said Blair.

Filed under: Brand.net News, Measurement
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CMOs and Fanning Social Measurement: What’s Not to Like?

by Cindy Cattey
October 24th, 2011

Last week, we highlighted the recently published IBM CMO survey focusing on their #1 pain point – Data. Now what about #2 on the list: dealing with social media? CMOs cited the challenges they face to track consumer comments, capture and evaluate all the data generated by social media, and then analyze and measure it. A few specifics:

- More than half of all CMOs think social media is a key channel for engaging with customers
- 8 in 10 plan to increase their company’s use of social media
- A majority believe ROI will become the most important measure of success but fewer than half feel prepared to measure and manage it

Ouch. The message is loud and clear. And we’ve seen this movie before. Once again…the Internet has created a great brand marketing tool for CMOs that goes “beyond the click”, but has failed to sweep in quickly to help them measure and manage it smartly. If we don’t straighten this out, if brand advertisers aren’t prepared to measure all the metrics that matter …they will keep 90%+ of their multi-billion brand spending in TV and other traditional media.

To be clear – this isn’t a by-vendor issue; it’s a universal problem, and thus a universal opportunity. We’ll all be better off the faster any of us can get CMOs the measurement tools that confidently allow them to measure and manage the impact of social media on their brands’ ROI. At Brand.net we’ve launched our first solution, SocialLink™, the newest in our growing suite of on and offline measurement tools. SocialLink™ measures a brand’s presence on Facebook and a campaign’s impact on Facebook activity, providing insight into how many users visited their Facebook page on click-through or through direct navigation. It also measures the impact of that campaign on usage of a brand’s corporate brand page and/or microsites. SocialLink™ was specifically designed to combine Brand.net’s ability to connect the world’s largest brands to their audiences with the measurement capabilities of comScore’s Social Essentials™ and Action Lift™ We are partnering with our key brand clients, and will share masked results once the campaigns have finished.

CMOs, in the well-known words of an IBMer (H. James Harrington): “Measurement is the first step that leads to control and eventually to improvement.”

Let’s get measuring.

Filed under: Brand.net News, Measurement
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Dogs eating the dog food

by Andy Atherton
April 14th, 2011

For those of you that missed our joint presentation with Del Monte at Ad Tech San Francisco yesterday AM, here are the slides Doug Chavez and I presented.

The top line is that $200K of Brand.net-managed media drove $1.5M of incremental offline sales for Del Monte’s Kibbles’n’Bits brand.   That’s an additional 2.2 million pounds of dog food sold due to this campaign alone.  That much dog food would fill a bumper-to-bumper caravan of semi-trailers stretching from the Empire State Building to the Bryant Park Hotel – more than a half mile.

Tangible evidence indeed that Brand.net’s Media Futures Platform delivers tremendous results for many of the world’s largest marketers.

Filed under: Brand.net News, Display Advertising, Events, Industry News
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