Disconnect: Nielsen Finds No Relationship Between Clicks And Sales

In case there was any confusion, Nielsen reiterated this week that it has found virtually no relationship between clicks and brand metrics, or offline sales.

Hammering home the point, it just released a case study on a campaign for an unnamed household product, which attempted to demonstrate the disconnect between marketers’ short- and long-term campaign goals. Targeting women 25-54, the secret consumer packaged goods advertiser was only able to reach its intended audience 27% of the time. Worse still, Nielsen found high frequency rates for older demographics, including both males and females. “The advertiser was understandably concerned about the percentage of audience reached, and the disproportionate number of impressions delivered to older demographics and males,” according to Nielsen. What went wrong? Perhaps its overreliance on -- or bad taste in -- ad networks, Nielsen suggested.