A new analysis of online advertising in Europe has placed the UK at the top of the tree in terms of efficiency, with 61 per cent of ads reaching their intended target according to figures published by Nielsen.
The findings arose from a survey of 1,000 campaigns conducted in the UK, Germany, France and Italy which, whilst showing the UK in a relatively strong position, still highlighted the high degree of wastage across a sector in which 41 per cent of all online advertising spending disappears down the sink.
Nielsen European managing director of digital David Gosen explained: “With consumers spending more time online, the investment in online advertising has naturally grown, and there is now an increased expectation for online advertisers to fully understand the efficiency of their campaigns.
“If online advertisers had better visibility of the ‘reach’ of their campaigns, both retrospectively and while the ads are still running, they could optimise placements and performance, and dramatically reduce wastage.
““Wastage is of course inevitable across all media, but the greatest opportunities to reduce it exist online. The tighter targeting that is inherently achievable through online advertising, combined with real-time insights and optimisation through Online Campaign Ratings, means that far greater accuracy and efficiency is possible.”
Nielsen Online Campaign Ratings quantify a campaigns reach by counting the people by combining audience panels with anonymous demographic data from platforms such as Facebook.