Buzzoole teams with Nielsen to reveal the ‘True Reach’ of online influencers | The Drum

Influencer marketing platform Buzzoole has announced a first-of-its-kind collaboration with global measurement company Nielsen, with the launch of Buzzoole True Reach.

True Reach is based on a proprietary algorithm designed by Nielsen to help brands and agencies understand the true reach of influencer marketing and establish a metric that can, for the first time, define how many users were actually reached during an influencer marketing campaign.

This new measurement activity will be implemented by Buzzoole, combining a number of key social media performance indicators including (but not limited to) follower base, post frequency and engagement rates with a custom survey that determines the effective readership.

Data collected is then pushed through Nielsen’s proprietary ad recall index, which illustrates the number of followers who have seen a post published by an influencer. This allows brands to create clear ROI metrics for influencer campaigns including true reach, engagement and ad recall. The result is a measurable media buy metric, clearly reported through the Buzzoole client dashboard.

Ian Samuel, chief commercial officer on Buzzoole, said: “It’s clear that influencer marketing works, but the question of measurement remains a marketer’s single biggest challenge to increasing influencer investment. Unless brands can make meaningful comparisons between influencer investment and other media the industry will not move from test-and-learn to a firm line item on a media plan.
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