Insights

Gen Z: The Elusive Generation

For the last decade or so, Millennials have been the generation that every brand has sought to engage as their spending power has grown. With this generation now past teenage years, however, digital advertisers are shifting their focus to the succeeding generation, Generation Z or Gen Z.

Getting the Mix (and Audience) Right in Canada's Digital Ad Realm

Marketers want to know who their digital advertising reaches, no matter what screen it appears on or who sees it. That’s the clear message from recent Nielsen research about Canadian on-target rate data—an increasingly relevant metric as marketers increase their digital ad spend.

The Value of Efficient Reach: Maximizing Campaign Audiences

To better understand reach, Nielsen recently analyzed the concept of “reach efficiency” to see if advertisers are spending their dollars effectively. Despite having similar parameters and goals, the analysis found that campaigns can perform differently based on the sites they’re served on.

Reaching Consumers Online: The New “Norm”al for Digital Ads

There’s no doubt that online advertising has seen tremendous growth in recent years, but advertisers and publishers alike are still unsure if their campaigns are successfully reaching their desired audiences. A new benchmark study from Nielsen provides much-needed context into online advertising...