On the positive side, because digital advertising allows marketers to precisely target users, it has been perceived to be less wasteful than traditional media. That idea is helping drive TV advertising’s digitization. But some marketers still aren’t satisfied with what’s actually possible with digital segmentation and targeting.
Food brand Avocados From Mexico has demanded that its ad partners guarantee digital audience reach, Digiday reported. The brand asked for audience guarantees, using Nielsen measurements to verify that a majority of ads reach its intended customers. This initiative arose after the company learned that only 20% to 30% of its digital impressions had been shown to its target audience.
Other brands that use audience guarantees include Procter & Gamble, Johnson & Johnson, E*Trade, Dave & Buster's, UPS and Red Robin, according to a Nielsen spokesperson.
Avocados From Mexico’s struggle to consistently reach its intended audience is representative of the ad targeting and segmentation issues that a majority of marketers grapple with.
Those advertisers who may not be reaching their target consumers via digital channels encounter inaccurate data, web browsers purging ad trackers, and difficulties with accurately identifying users across multiple devices. And these hurdles aren’t new.