New solution measures the impact of influencer campaigns based on brand KPIs
London, 5th November 2019 – Nielsen today announces the launch of Nielsen Influencer Brand Effect, a new measurement solution to help advertisers evaluate the effectiveness of their influencer marketing.
Brands are set to spend up to $15 billion on influencer marketing by 2022. Yet there remains a lack of transparent, independent and comparable metrics for brands and agencies to measure the true ROI of their influencer investment.
With most marketers citing engagement metrics as the primary means to evaluate influencer campaign success, the need for greater understanding of the true impact of influencer activity is especially important at a time when social media platforms are testing the removal of traditional engagement metrics such as likes, views and shares.
The Nielsen Inﬂuencer Brand Effect solution is a measurement tool designed to help brands and agencies objectively measure the effectiveness of their influencer marketing activity against key brand metrics such as brand awareness, ad recall, favourability and purchase intent. The solution also provides content metrics to assess the perceived ‘fit’ between a brand and the influencer, the right influencers to drive specific brand goals and whether content is effective at shifting audience perceptions.
Barney Farmer, UK Media Commercial Director, Nielsen, said: “Influencer campaigns can be a very effective way to engage audiences around products and brand messaging. However, measurement of the effectiveness of these campaigns is currently inadequate. The Nielsen Influencer Brand Effect solution looks to solve this challenge by giving brands and agencies a greater understanding of the impact of their influencer campaigns. By analysing KPIs such as familiarity, likeability and branding, research can provide actionable insights for brands to ensure that they are always improving their communications and relationships with their consumers.”
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries.
An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.