The solution, like here in the U.S., allows advertisers to measure the ability of online ad campaigns to reach their intended audiences with a never-seen-before degree of accuracy, and in real time.
Leading to the launch, tests of Nielsen Online Campaign Ratings in the UK show that on average less than half of all online ad impressions are reaching the advertiser’s intended audience, based on age and gender. In one test campaign it found that ads for an innovative consumer product aimed at young women were completely missing their intended audience and actually being viewed predominantly by older women and by men.
The trials also show there is a big variance in performance between different online publishers and networks. Campaigns are running very successfully on some sites, with more than 80% of impressions reaching the advertiser’s intended audience; on other sites though, it’s as low as 15%. Nielsen Online Campaign Ratings tells advertisers in real time which sites are most effectively delivering their campaigns, allowing them to use their media budgets more efficiently by switching ads from failing sites to more successful sites while campaigns are still ‘in flight’.
These early findings from UK campaigns mirror the results from more than a thousand campaigns in the US, collected since Nielsen Online Campaign Ratings launched here in August 2011.
Pre-launch, consumer goods giants Unilever and Reckitt Benckiser tested campaigns using Nielsen Online Campaign Ratings in the UK. Reckitt Benckiser global digital advertising manager Siobhan Crowe explains: “This is a great opportunity to understand who has seen our advertising online. These metrics will allow us to better understand the efficiency of our digital advertising campaigns.” Leer más “Nielsen Online Campaign Ratings launches in UK | via br.com”