Mobile Ads shows more success in reaching online consumers
Singapore, 13 February 2018 – Mobile advertising saw strong growth across Southeast Asia in 2017, while at the same time, on-target mobile ad performance improved throughout the year, according to a newly released report by performance management company, Nielsen.
The Singapore Digital Ad Ratings Benchmark report has assessed 430 campaigns since its launch in Southeast Asia in 2015. Some of the key highlights are:
● Almost all (95%) campaigns measured in Singapore had a mobile component.
● In Singapore, digital ads targeting 18 to 49 year olds age bracket reached their intended audience 82% of the time for mobile and desktop devices
● Advertisers in the Entertainment and Shopping/Retail category had the easiest time reaching their desired audience, achieving an on-target success of 89% and 84% respectively, compared to 53% and 55% for advertisers in the Business & Consumer Services and Consumer Packaged Goods (55%) sectors. (Refer to chart 1)
● Mobile achieved a higher on-target rate as compared to desktop benchmarks for Business & Consumer Services/Consumer Packaged Goods and Shopping/Retail.
“The rapid growth of mobile advertising in Southeast Asia is being driven by the mobile-first habits of consumers in these emerging markets,” says Aimee Gerry, Nielsen’s Head of Digital in Southeast and North Asia. “While desktop ads have historically had higher on-target percentages for reaching their intended audience than those on mobile, advertisers have made significant strides in closing the gap in the past year. This shows that advertisers are increasingly harnessing mobile’s power to provide a more personalised platform for their audience, enabling them to have more precise connections.”
Nielsen Digital Ad Ratings Benchmarks and Findings Report serves as guidance for individual campaign effectiveness compared to marketplace averages across total digital, desktop-only, and mobile-only for age and gender demographics, age spans, advertiser categories, and site-type (publishers, platforms/ad networks).
Chart 1: Nielsen Singapore On-Target Benchmarks (Advertiser category)
ABOUT THE NIELSEN DIGITAL AD RATINGS BENCHMARKS REPORT
This report includes data from more than 3,000 Nielsen Digital Ad Ratings campaigns from Indonesia, Malaysia, the Philippines, Singapore, and Thailand measured through 30 June 2017, where the minimum number of site observations was at least 30. A site observation is defined as the performance of a campaign on one site with at least 5,000 impressions with the specified demographic as the intended audience. With sample sizes exceeding 30, it can be reasonably expected to see stable benchmarks. The average on-target percent is the number of impressions that reached the intended demographic divided by the number of total impressions in the campaign. The on-target percent is calculated by weighting each campaign by the number of impressions it contained within each category or demographic. Weighted data is used to allow site observations with higher impression counts to have a higher contribution to the final benchmarks. This provides a more statistically sound representation of average campaign performance.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.