November 8, 2011
Nielsen recently analyzed an online CPG campaign geared towards women
25-54 that ran across three ad networks and a women’s interest site.
The study showed the campaign successfully reached its intended audience
only 27 percent of the time and instead was most often viewed by older
demographics outside of the desired group.
Even more surprising was the degree of variability between the
different media sellers. Nielsen found that while the three ad networks
reached the campaign’s intended audience 20-30 percent of the time, the
women’s interest site, due to its audience composition, was most
successful at delivering the intended audience.
http://blog.nielsen.com/nielsenwire/online_mobile/case-study-how-online-ad-campaign-success-varies-by-site-type/
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