More than 91% of digital ad campaigns in the Philippines had achieved higher on-target success than total digital and desktop benchmarks for all reported age benchmarks in the country.
A new report by Nielsen revealed that mobile advertising dominated digital the ad campaigns while on-target mobile ad performance outpaced digital ads served via desktop and total digital in 2017 in the Philippines.
Digital ads targeting 18 to 49 year-old age bracket reached their intended audience 81% of the time for mobile, while 77% and 59% for total digital and desktop respectively.
For digital advertising campaigns intended for consumers aged 21-34, those which were served via mobile devices hit the mark 81% of the time, surpassing desktop and total digital performance which only reached audiences with 41% and 73% accuracy.
Tin Amper, Nielsen’s head of media client service in the Philippines said: “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 desktops 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, Amper added.
A closer look at categories also revealed that advertisers in the consumer packaged goods, business and consumer services and computers and electronics sectors had the easiest time reaching 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,” Amper said.
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 and ad networks.