Over half online advert impressions fail to reach target audience new Nielsen tool finds
Less than half of all online advertising impressions are reaching the advertising brand's target market, according to research conducted using Nielsen's new advertising measurement tool.
A study conducted by Nielsen's new measurement tool Online Campaign Ratings, found that, based on age and gender, over half of the online adverts examined failed to reach their target audience.
The trial also discovered a wide variance in performance when it came to different online publishers and networks, with some sites finding that over 80 per cent of impressions reached the advertiser's target audience, while other sites delivered a 15 per cent success rate.
The findings, which examine UK campaigns, apparently mirrored those found by Nielsen in the US where the tool was launched last September.