19 Nov 2017
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Digital ad reach across Asia Pacific for 18-34-year-olds improving

MUMBAI: The success rate of digital advertising campaigns in reaching their intended audiences has lifted significantly within a number of demographic groups across Asia Pacific, in particular for the highly sought-after 18-34-year-old segment.

The Nielsen Digital Ad Ratings Global Benchmarks study, which assessed more than 47,000 digital campaigns across 17 countries in North America, Europe, Latin America and Asia Pacific, found that across Asia Pacific, digital advertising campaigns intended for consumers aged 18 to 34 years had the highest on-target success rate, with 63 per cent of the advertising destined for these consumers hitting the mark, up from 53 per cent in 2015.

Campaigns aimed at females within the 18 to 34 year old age group experienced the highest lift in on-target reach, posting a 15 percentage point improvement to 51 per cent.

“The Nielsen Digital Ad Ratings benchmark report is shining new light for advertisers on how their digital advertising campaigns are faring in comparison to industry norms. The year-on-year performance improvement shows that an increase in independent measurement can lead to more transparency, and that ultimately improves overall reach and ad spend efficiency,” said Nielsen Singapore MD media Annette Kunst.

Across platforms, advertising served up via desktop still outperforms mobile advertising when reaching broad audience segments. Desktop advertising intended for people aged 18 to 49 years achieved a 70 per cent on-target success rate, compared to 66 per cent for mobile. Conversely, for more niche audiences or narrower segments such as the 18 to 34 year age group, mobile has a higher success rate – 65 per cent of mobile ads hit their mark, compared to 61 per cent for desktop.

“Mobile’s success reaching more narrowly defined audiences reinforces that mobile devices provide a highly personalized platform with the potential for more precise connections, and that’s reflected in the rapid increase we’ve seen in mobile advertising, where 45 per cent of the digital advertising campaigns we measure today across Asia Pacific include a mobile component. With increasing media fragmentation, marketers need to consider all the screens at their disposal when trying to reach their audience. These benchmarks can help media buyers and sellers better evaluate total digital reach,” she noted

Looking across categories, Computer & Electronics and Travel marketers had an easier time reaching their desired audience, achieving an on-target success of 68 per cent and 67 per cent respectively. The Automotive and CPG sectors highlight opportunities to optimise reach and maximise return on ad spend, with 47 per cent and 43 per cent of digital ads respectively reaching their intended audience.