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What percentage of digital ads reach their desired audience?

By Robert Jones 10 Jan, 2017
Essential
Internet advertising

Chart of the day: Just over half (56%) of European ads reached their desired age group of 25 to 54.

Nielsen investigated how many ads have reached their desired audience finding that ads aren't always reaching the desired audience. Yesterday we reported on the US figures, and today we are covering the results for Ads in Europe (UK, France, Germany, Italy).

In a world where targeting is everything, it doesn't mean ads are getting in front of the right customers every time. 

Data: June 2016. Mobile insights are provided for directional purposes only. 

Key findings from the Nilsen study and the chart indicated above include:

  • 56% of ads were correctly served to 25-54 year olds and amongst those 40% were accurately shown to males compared to 34% for females.
  • 27% of ads were accurately displayed to 25-34 year olds.
  • When it comes to industry 57% are accurately entertainment and financial services are correctly served compared with just 42% for packaged consumer goods.
  • Overall desktop is better at targeting broad audiences and mobile is better at targeting niche customers.

Accuracy on platforms/ networks are equal at 52%

 

By Robert Jones

Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.

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