Mobile ads more effective in reaching target audience — Nielsen

MOBILE advertising emerged as the preferred avenue for digital campaigns in the Philippines, with its on-target performance outperforming other digital channels.

The Nielsen Digital Ad Ratings Benchmarks report showed that 91% of digital ad campaigns in the first half of 2017 leveraged mobile, and the medium enjoyed higher on-target rate than total digital and desktop benchmarks for all reported age brackets in the Philippines.

On-target performance refers to the percentage of impressions delivered to the intended audience out of the total impressions served during the entire campaign, thus providing a baseline for measuring digital campaigns.

Digital ads catering to the 18- to 49-year- old age bracket reached their intended audience 81% of the time for mobile, compared to 77% for total digital and 59% for desktop.

For digital ads targeting consumers aged 21-34, those served via mobile devices hit the mark 81% of the time, surpassing the 41% for desktop and 73% for total digital performance.

“The increase in mobile advertising reflects the growing penetration of mobile and the mobile- first habits of consumers in the Philippines,” Ernestine Amper, Nielsen’s head of media client service in the Philippines, was quoted in the statement as saying.

“While historically, ads served on desktops have had great success in reaching intended audiences than mobile; marketers have made considerable progress in rapidly increasing mobile’s ontarget performance in the past year.”

Advertisers in the consumer packaged goods, business and consumer services, and computers and electronics sectors reached their desired audience via mobile devices, achieving an on- target success of 83%, 82%, and 81% respectively.

“Mobile is winning today but tomorrow is a different scenario. As consumers’ media habits evolve, marketers need to consider all the screens when trying to reach their target audience. These benchmarks can help media planners/ buyers and sellers better evaluate and optimize their reach online,” Ms. Amper added.

The Nielsen Digital Ad Ratings Benchmarks has assessed more than 3,000 digital campaigns since its launch in Southeast Asia in 2015. —