Nielsen: Brands targeting online more narrowly, missing greater share of intended targets

  • While the ad industry has embraced conventional audience ratings as a method for determining the reach of their online ad campaigns, new trend data from Nielsen indicates that brands are basing their digital audience buys on increasingly narrower targets. The data suggests that marketers target more narrowly with digital media than with television, and that as more advertisers begin utilizing digital media ratings, they gravitate toward increasingly narrower segments.

The data, which comes from the second annual Online Campaign Ratings Benchmarks report being released today, shows that the percentage of campaigns targeting broad demographics declined from 40% when Nielsen first bench marked the marketplace last year to 36% this year.