Clicks Irrelevant to Offline Sales, Big Impressions Don’t Net High Reach

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Nielsen has released two new white papers, “Reaching the Right Audiences Online: Early Findings from Nielsen Online Campaign Ratings,” and “Beyond Clicks and Impressions: Examining the Relationship Between Online Advertising and Brand Building.” Tidbits from the two papers include:

– Online campaigns are being consistently delivered to people outside the advertiser’s intended audience.

– Campaigns with high impressions are still only reaching a fraction of the intended audience.

– Online delivers audiences more effectively than some popular TV shows.

– Click-through rate is not the right metric to measure brand impact – virtually no relationship exists between clicks and brand metrics or offline sales.

– But, brand metrics for online campaigns can predict offline sales impact.

You can download each of the white papers here and here.

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Steve Hall

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