Research firm examines the reach of three ad networks and a women's interest site for an advertiser.
When a CPG company ran an online campaign across three ad networks and one women's interest site, Nielsen research found the ads successfully reached their intended audience only 27 percent of the time.
The campaign for a household product was aimed at women ages 25 to 54. However, Nielsen reported that the campaign was more often viewed by older women.
Also, the analysis found that the campaign reached between 22 and 27 percent on the ad networks and 44 percent on the women's interest site. Nielsen did not disclose the name of the advertiser, the ad networks, or women's site.
"There is an industry assumption that ad networks are positioned to serve the most addressable advertising to specific audiences. However, in this campaign, that may not be true," the Nielsen analysis found. Even though ad networks typically are less expensive than special interest sites, in this case, it may be more cost effective to run the ad campaign on the women's interest site because it offered better targeting.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Articles written by ClickZ's stats staff.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
October 23, 2014
1:00pm ET/10:00am PT