Staff Reporters
Feb 13, 2018

How accurate is mobile ad targeting?

TOP OF THE CHARTS: Nielsen SEA report confirms that mobile ads reach their intended targets at rates exceeding 'desktop' digital ads.

How accurate is mobile ad targeting?

The Nielsen Digital Ad Ratings Benchmarks report examined 3,000 campaigns across Southeast Asia (Indonesia, Malaysia, the Philippines, Singapore, and Thailand) measured by Digital Ad Ratings since its launch in Southeast Asia in 2015.

Key findings:

  • After open-ended demographics (such as 13+ or 18+), P18-49 was the highest performing digital and mobile benchmark, reaching the desired audience 85% of the time on desktop and mobile devices.
  • Mobile achieved an on-target rate equal to or higher than digital or desktop benchmarks for all but two reported age benchmarks.
  • On-target rates varied significantly by category.
  • For digital advertising campaigns intended for consumers aged 21 to 34, those served via mobile devices surpassed desktop performance by 32 percentage points (78% vs. 46%).

The graphics below represent the overall Southeast Asia results; the full report contains breakdowns for each country.



Related Articles

Just Published

10 minutes ago

LinkedIn logs out: Is it the end of the road for ...

SOUNDING BOARD: Industry experts weigh in on the future for LinkedIn and other non-native tech platforms in China, as the business-networking site confirms it will shrink to a jobs board in the market.

36 minutes ago

Digital Media Awards 2022: Call for entries

The DMAs celebrate outstanding ideas, work, agencies, brands and talent in the Greater China region.

1 hour ago

BrandZ China: Tencent overtakes Alibaba; Kuaishou, ...

The top 100 most valuable brands in China gained 57% in brand value year-over-year, reaching $1.56 trillion, according to Kantar's latest ranking.

2 hours ago

OMD wins Decathlon China media pitch

There was no incumbent on Decathlon's media account, understood to be worth up to $15 million.