The Nielsen Co., which rates and analyzes various multimedia to provide a better understanding of what consumers watch and buy, will soon be bringing its ratings service to Facebook ad campaigns.
Nielsen’s Online Campaign Ratings, which the company plans to roll out on August 15, will emphasize “gross ratings points” that multiplies the reach of an ad by the frequency that the audience sees it. By using these gross ratings points instead of traditional online metrics like impressions and click-through rates, marketers will be able to buy online ads the same way they buy ads for TV and print.
Facebook has been showing a great amount of interest in gross ratings points. Last month, Facebook teamed up with comScore to measure the effectiveness of its campaigns by GRPs, and now, Facebook is upgrading its own marketing tool, Insights, which will also begin using GRPs.
According to eMarketer, Facebook is poised to claim the top spot in U.S. display advertising revenues.
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