SMARTPHONE AND TABLET GAINS GROUND IN DIGITAL AD CAMPAIGNS ACROSS SOUTHEAST ASIA

Information Technology Press Releases Tuesday February 13, 2018 15:07
Bangkok--13 Feb--Nielsen
Mobile (smartphone and tablet) ads show more success in reaching online consumers

Mobile (smartphone and tablet) 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 Nielsen Digital Ad Ratings Benchmarks report, which assessed more than 3,000 digital campaigns since its launch in Southeast Asia in 2015, found that in the first half of 2017 more than 9 in 10 (93%) digital ad campaigns leveraged mobile (smartphone and tablet), which achieved on-target reach equal to or higher than digital or desktop benchmarks for all but two reported age benchmarks (See chart 1).

Across Southeast Asian markets (Indonesia, Malaysia, the Philippines, Singapore, and Thailand) digital ads targeting 18 to 49 year olds age bracket reached their intended audience 85% of the time for all digital campaigns. This compares to 2016 benchmarks where just 70% of ads delivered via desktop and 66% delivered via mobile (smartphone and tablet) reached their intended audience.

For Thailand digital ads targeting 18 to 49 year olds age bracket, digital campaigns did a better job reaching males with 71% accuracy versus 68% accuracy for females. Accuracy can also be influenced by device type where mobile (smartphone and tablet) on-target performance for 18-49, female-only demographic was 16 percentage points higher than desktop performance (mobile at 71% vs. desktop at 55%).

"The mobile-first habits of consumers in Thailand are one of the main factors that drive the rapid growth of mobile advertising," says Sinthu Peatrarut, Managing Director, Media Client Leadership, Nielsen Thailand. "The success of mobile ads to reach a specific audience reinforces that mobile (smartphone and tablet) is a highly personalized platform where almost all (92%) campaigns measured in Thailand had a mobile component. Nielsen Digital Ad Ratings provides metrics that measure audience demographics that are comparable to our television audience measurement currency."

Looking across categories, advertisers in the Shopping/Retail and Financial sectors had the easiest time reaching their desired audience, achieving an on-target success of 72% and 68% respectively, compared to 59% and 57% respectively for advertisers in the automotive and consumer package good sectors. (See chart 2).

"In an increasingly fragmented media landscape, marketers must consider every opportunity on the screen. When they try to reach their audiences, benchmarks or norms can serve as guidance to measure individual campaign's effectiveness against marketplace average which would help media buyers and sellers better evaluate their online reach and campaign success. We are delighted that we are able to meet the industry's demand as an independence measurement company," said Sinthu.

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).

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.


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