Nielsen’s report show’s that this is up from 49% in the same period of 2015, which indicates that 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 recent years.
The amount of mobile video passing over the mobile network continues to increase as consumers watch more streaming content and increasingly adopt other over-the-top (OTT) services, says a study by iGR — and mobile ads are following suit.
This now puts the average on-target percentage for mobile campaigns on par with that of desktop campaigns — a factor that could influence considerations of media buyers and sellers planning digital media campaigns.
“With the rate of smartphone ownership in the US continuing to climb, mobile has become a force to be reckoned with in the world of digital advertising,” Nielsen noted. “While this boom is providing exciting opportunities for brands to reach many Americans, the mobile ad market’s rapid growth has raised questions as well, particularly around reaching the right consumers.”
In the age of digital advertising measurement, the key indicators of a successful campaign include reach and on-target percentage, or the percentage of impressions delivered within the target audience out of the total served during the entire campaign. However, despite advances in targeting methods, it remains highly unlikely that a campaign will achieve 100% on-target percentage due to consumer behaviours such as misrepresenting age/gender online, sharing digital devices with family and friends, and limitations with cookie-based targeting.
When looking to reach broader audiences, desktop continues to hold a slight advantage over mobile in campaign performance. In campaigns geared toward people aged 18-49 — often thought of as a key buying demographic — mobile campaigns saw a lower on-target percentage compared with desktop campaigns, 64% versus 70%, respectively.
On the other hand, mobile campaigns were more effective in connecting with narrower audiences. This may speak to the fact that mobile devices are more personal in nature and less likely to be shared in the same way as viewing on other devices. In campaigns aimed at people aged 18-34, mobile ads performed higher than those on desktop— 63% compared with 53%, respectively. Similarly, mobile campaigns intending to reach people aged 25-44 performed higher than desktop campaigns seeking the same audience, 64% compared with 42%.
“These numbers further reinforce that mobile is proving itself to be a more highly personal platform and highlight the potential it holds for more precise connections,” Nielsen said.
Taking a look at gender splits, generally desktop campaigns have higher average on-target percentages with male audiences than with women. However, this trend is turned on its head when it comes to mobile ads.
In a marked contrast to desktop, mobile ad campaigns have greater success reaching women than men across most age brackets. Among people aged 18-49, mobile ad campaigns were able to reach 53% of women and 50% of men in the intended audience. By contrast, desktop campaigns intended for this group reached 57% of men and only reached 45% of women.
Notably, mobile’s ability to connect with women holds in more narrow audiences. Specifically, among people aged 18-24, mobile ad campaigns reached 28% of women in the intended audience compared with 17% of men in the same group. Given the importance of this segment to marketers and their reputation as pivotal early adopters, mobile’s strong connection with female consumers could hold tangible applications for brands across sectors
Source: http://www.rapidtvnews.com/2016112845221/mobile-ad-targeting-sees-improvement.html#axzz4RIUSmwO8