The number of ad campaigns that reached their intended targets declined across the board, particularly among the Gen X demographic.
Fifty-nine percent of ad impressions served across all consumer segments reach their intended audience, according to research from Nielsen Online Campaign Rating (OCR). The figure, which is down by 10 percent from 2013, illustrates a decline that correlates with targeted audiences that are narrower and more focused.
Nielsen's OCR analysis, which included almost double the sample of last year's study, looked at consumers' online behaviors and how marketers can appropriately tailor their advertising campaigns to them.
It broke the population into six demographics zones, each representing a targeted segment by age and gender. Demographics one and two represent people with an age span of 30 years, with the latter focused on males or females individually, as opposed to lumped in together.
While segments one and two have the breadth to deliver campaign impressions to their intended audiences at higher rates - they represent 36 percent of site observations, a figure that refers to each instance of a website or ad network appearing within a campaign - they saw the sharpest decline, with a 40 percent drop compared to 2013.
Demographic one declined by 6 percent points, while zones five and six, which refer to targeted audiences within a 15-year age gap, performed steadily from year to year.
Nielsen also found a similar decrease (8 percent) among campaigns targeted to a female audience of any age group, particularly 35 to 64. However, the biggest decline of all was the 25 percent drop among campaigns targeting an audience between the ages of 35 and 54.
Because many marketers view Gen X as being affluent, technologically savvy, and brand loyal, the number of campaigns targeted at this demographic quintupled from last year. By comparison, the average number of campaigns aiming to reach other demographic segments only roughly doubled.
"As the industry changes, so does the definition of success," says Randall Beard, global head of advertiser solutions at Nielsen. "We update these benchmarks around the dynamic media landscape so that media buyers can maximize return on investment by evaluating their partner and placement strategy throughout the campaign cycle, and consider how the changing environment might influence their strategy."
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Before joining the ClickZ team, Mike O'Brien was a reporter for newspapers in Brooklyn and Eugene, Oregon, where he earned a Master's degree in journalism from the University of Oregon. Having also worked in newspaper sales, Mike enjoys writing about marketing and advertising much more than selling it.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.