Youngsters are Easy

2 October 2013

There’s no doubt that online advertising has seen tremendous growth in recent years. A recent Nielsen studie shows that youngsters are easy to reach, instead of older consumers.

Youngsters are Easy
Younger consumers are easier to reach than older ones. Ad campaigns geared toward consumers ages 21-34 reach their intended audience 62 percent of the time. Campaigns focused on reaching consumers ages 35-54, on the other hand, reach them just 41 percent of the time. This is despite the fact that those 21-34 represent less than a quarter of the online population (22%), compared with 33% for consumers 35-54.

Precision Marketing Pays Off
While not all campaigns are equal, precision marketing is having an impact online. In a perfect world, ads would reach their intended audience all of the time. While we’re a ways from that, benchmark on-target percentages demonstrate that precision marketing is working.

For example, the vast majority (76%) of online campaigns geared toward consumers ages 18-49—the standard TV demo—reached that audience. These consumers make up just half (51%) of the online audience, demonstrating that online campaigns are generally successful at marketing to specific audiences.

The study was based on the average on-target percentage from nearly 5,000 campaigns measured by Nielsen Online Campaign RatingsTM.