Last week Nielsen analyzed and published an online advertising case study that underscores (1) the unprecedented (and guaranteed) targeting available when advertising on Facebook and (2) the importance of measuring beyond the click through of an ad.
The case study centered on an online advertising campaign for a CPG geared toward women aged 25-54. Ads were deployed across three ad networks and one women’s interest site; however, only 27% of the time did the campaign in fact reach that intended audience! Worse yet, Nielsen found that purchase consideration was barely impacted by the campaign. (MediaPost followed up with an article highlighting the disconnect: Nielsen Finds No Relationship Between Clicks and Sales.)
This particular ad campaign did not run on Facebook, where the CPG could have guaranteed it reached its intended audience of women aged 25-54 100% of the time. More important, our own case study of a leading online men’s retailer echos Nielsen’s findings around there being little relationship between ad clicks and sales: