Nielsen released two white papers this week that offer insights that could prove valuable to professionals in the promotional products industry. The reports, 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 examine the reach and effectiveness of online advertising.
The report Reaching The Right Audience Online relates findings that while an online advertising campaign may reap millions of impressions, a small percentage are actually the advertisers’ desired audience. The white paper Beyond Clicks and Impressions explains how brand metrics—the change in consumers’ attitudes toward an advertiser in response to online campaigns—can deliver more accurate insights into online marketing’s effectiveness than traditional web metrics.
To learn more, visit the Nielsen Wire site to download the papers.