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.
