October 3, 2011
New research from Nielsen suggests that, while some individual
websites perform very well at reaching an ad campaign’s intended
audience, nearly all campaigns are delivered to consumers who are not
valued by the brand advertiser. In a recent study,
Nielsen measured a campaign for a beauty care brand that was hoping to
improve its image among younger women. The advertiser designed a
campaign focused on women 18-34 and ran 213 million impressions across
14 websites and ad networks for a six week period. Nielsen analysis
showed that 33 percent of the impressions reached the desired audience
(W 18-34), while 40 percent of the impressions were served to men.
Looking across dozens of campaigns spanning hundreds of websites, the
results were the same, showing that the web consistently delivers
millions of impressions – if not tens of millions – to the wrong people.
In the same beauty care product campaign, the 213 million impressions
tracked-to-date seems to be at a level that could generate significant
reach. In reality, the campaign overall hit slightly more than 40
million people across all demographic segments —a 13.6 percent reach.
After focusing in on women 18-34, the campaign reached only 10.5 million
women.
Despite these numbers, Nielsen research shows that the web does in
fact deliver audiences more efficiently than some popular TV
programs with very broad audiences.
http://blog.nielsen.com/nielsenwire/online_mobile/for-online-advertising-big-impression-counts-dont-mean-high-audience-reach/
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