The number of ad campaigns that reached their intended targets declined across the board, particularly among the Gen X demographic.
Fifty-nine percent of ad impressions served across all consumer segments reach their intended audience, according to research from Nielsen Online Campaign Rating (OCR). The figure, which is down by 10 percent from 2013, illustrates a decline that correlates with targeted audiences that are narrower and more focused.
Nielsen's OCR analysis, which included almost double the sample of last year's study, looked at consumers' online behaviors and how marketers can appropriately tailor their advertising campaigns to them.
It broke the population into six demographics zones, each representing a targeted segment by age and gender. Demographics one and two represent people with an age span of 30 years, with the latter focused on males or females individually, as opposed to lumped in together.
While segments one and two have the breadth to deliver campaign impressions to their intended audiences at higher rates - they represent 36 percent of site observations, a figure that refers to each instance of a website or ad network appearing within a campaign - they saw the sharpest decline, with a 40 percent drop compared to 2013.
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