Nielsen recently analyzed an online CPG campaign geared towards women 25-54 that ran across three ad networks and a women’s interest site. The study showed the campaign successfully reached its intended audience only 27 percent of the time and instead was most often viewed by older demographics outside of the desired group.

New research from Nielsen suggests that, while some individual websites perform very well at reaching an ad campaign’s intended audience, nearly all campaigns are delivered to consumers who are not valued by the brand advertiser.

New research shows that advertisers looking to build their brands online will need to look beyond traditional web metrics to determine if their investments are paying off.

In Southeast Asia, recent Nielsen research indicates that consumers are highly influenced by online advertising, much higher than the global average.

Nielsen Online Campaign Ratings measures the true audience of an online ad campaign by combining Nielsen panel data with aggregated, anonymous demographic data from online data providers. Using this unique hybrid approach, Nielsen is able to measure online advertising campaigns of nearly any size, running nearly anywhere on the web.

The Nielsen Company provides a snapshot of ad spending in 2009 and the first half of 2010 along with videos of its key announcements and findings during the event.

China’s growth in online advertising continues at a quick pace, reaching 4.06 billion RMB in the first quarter of 2010 – a 52.7% increase over the same period in 2009.

With data from more than 125 Facebook advertising campaigns from 70 brands, Nielsen and Facebook release their findings that hold important implications for brand advertisers.

All major indicators in Nielsen’s latest Online AdRelevance report suggested that more advertisers are turning to the online platform as part of their marketing plans.

For a brand manager, the focus needs to be less about ad impressions and more about making a precise and measurable impression on the right audience.