A survey from Nielsen has found that nearly a quarter of digital ads in Australia do not deliver uplift. It was found that 22% of digital ads in the country failed to benefit key brand metrics. It was also found, though, that if consumers were exposed to an ad between five and nine times, then this was the optimal amount for brand lift and would improve campaign resonance by 51%. Nielsen's study showed that frequency of exposure was more effective for certain product categories over others. For example, in the fast-moving consumer goods, electronics, and shopping sectors, frequency was closely linked to resonance, whilst it was the opposite in the finance sector.
