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

4 hours ago

GoFundMe launches #StopAsianHate campaign in US

The US campaign includes a central hub for donations to AAPI (Asian American and Pacific Islander) organisations.

4 hours ago

Peugeot bids to move upmarket with brand refresh ...

The new logo and campaign signify a new time for the Peugeot lion.

4 hours ago

Pret a Manger calls global creative review

Brand wants 'digital creative expertise'.

4 hours ago

Creative and media deliver 'stronger performance' ...

Organic revenue decline of 7.5% in the last quarter of 2020 puts Havas in the middle of the holding companies to have reported so far.