Since its launch in mid-August, Nielsen Online Campaign Ratings™ has been tracking the day-to-day performance of numerous online campaigns from some of the world’s largest advertisers. Early results indicate that there is definite room for brands to improve their media buys. Through Nielsen’s analysis of campaigns that have run to date, three key findings have emerged:
- Some online publishers appear better positioned to deliver desired audiences.
- Advertisers have much to gain from further improvement in reaching their intended demographic audience and driving accountability on delivery.
- High campaign impressions don’t necessarily result in high reach.