Half of online campaigns fail to reach target audience

Almost half of online campaigns don’t reach their target audience, showing the struggle many brands face to target effectively through digital, according to new research. The study conducted by measurement company Nielsen found UK campaigns reach their target just 47% of the time. Travel brands are the most successful at reaching their desired audience, at 66% of the time. Entertainment came in second at 64%, while FMCG and retail struggled, at just 40% and 42%. Nielsen puts the results down to the fact digital has not lived up to marketers’ expectations and that many brands are not using digital in the way it should be used, with targeting not being conducted correctly.