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.”