Source: Nielsen
Notes: Overall, 59% of online ad impressions served reach their target audience, finds Nielsen, down from 69% last year, as advertisers increasingly target narrower audience segments. Not surprisingly, the highest on-target rates are for campaigns targeting broad age ranges of more than 30 years, regardless of gender (84% on-target), while the lowest rates are for campaigns targeting single genders in narrow age bands of 15 years or less. Interestingly, Nielsen notes that the number of campaigns aiming to reach people aged 35-54 increased by almost 5 times from last year, while the on-target percentage for this demographic slid by 25% points to 38%.
Related: Are Online Ad Campaigns Reaching Their Intended Audiences?
