Two new Nielsen reports, "Reaching the Right Audiences Online" and "Beyond Clicks and Impression," have some interesting revelations about audience reach and effectiveness measurement of online ads, such as:
- Online campaigns are consistently delivered to people who are not a part of the intended audience.
- Campaigns with high impressions only manage to reach a small percentage of the intended audience.
- Online is more effective than some popular TV shows in delivering audiences.
- Click-through rates are not a strong measure of brand impact as there is almost no correlation between click-through rates and brand opinion or offline sales.
- However, brand metrics for online campaigns can predict offline sales.
1 comment:
Interesting articles. Here is where Facebook has a huge advantage since you can predict quite accurately the demographics of any ad.
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