41% of European online ads not reaching intended audience, says Nielsen

Findings came from a measure of more than 1,000 campaigns across the UK, Germany, France and Italy, using Nielsen’s Online Campaign Ratings (OCR) tool, which launched in the UK in 2012. According to Nielsen, more online ad impressions reach the advertiser’s intended audience in the UK than the other three measured markets, but UK campaigns tend to have slightly broader intended audiences.

“Wastage is of course inevitable across all media, but the greatest opportunities for advertisers, publishers and agencies to reduce it exist online,” said David Gosen, Nielsen European managing director of digital. 

“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.”