NEWS20 May 2014

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

Data analytics Europe

UK — 41% of online ad impressions are not reaching their intended audience in Europe, according to 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.”


1 Comment

10 years ago

'I know that half of my advertising budget is wasted, I just don't know which half' Plus ca change.

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