Addressable Doesn't Mean Deliverable
Charlie Buchwalter at Nielsen on online ad addressability:
“Online has typically been viewed as the most ‘targetable’ medium, but with Nielsen Online Campaign Ratings’ ability to precisely measure actual audience delivery vs. desired audience delivery, preliminary findings suggest that audience delivery within targets for online campaigns is not much different from what’s occurring in TV…In one instance, Nielsen Online Campaigns Ratings showed that, in a campaign in which a CPG advertiser intended to reach females 18-34 for a personal care product, 55% of the impressions were served to men.”
In other words, it’s all still going into thin air. The old adage “half of advertising is wasted…” remains, even in a digital world.
