Nielsen recently released their ‘Nielsen Digital Ad Ratings Benchmarks’ report, which looked primarily at digital advertising environments in the Philippines in 2017. In this report, they found that digital mobile ads have become quite effective in achieving their targeted goals.
One specific area that was looked at was digital ads that were targeted toward people that are 18-49 years old. Of the mobile ads focusing on this group, 81% reached their intended audience. When ads were run on desktops with the same target audience, however, only 59% reached the audience.
This is quite a dramatic improvement when using mobile, which is just one more reason why companies are moving more and more in this direction. Having the ability to accurately target audiences is extremely important for maximizing return on investment.
Tim Amper is the head of media client service at Nielsen Philippines, and commented on the report saying, “The increase in mobile advertising reflects the growing penetration of mobile and the mobile-first habits of consumers in the Philippines. While historically, ads served on desktop have had great success in reaching intended audiences than mobile; marketers have made considerable progress in rapidly increasing mobile’s on-target performance in the past year.”
In some cases, mobile digital ads accomplished even higher on-target rates. Consumer packaged goods, for example, hit their target audience 83% of the time.
While these numbers are specifically about the Philippians, they are likely going to apply pretty accurately to most other places in the world.