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BizReport : Advertising archives : December 15, 2016

Mobile more accurate than desktop when targeting narrower audiences

Mobile campaigns are more successful than desktop in terms of accurate targeting of narrow audiences, according to new research from measurement firm Nielsen.

by Helen Leggatt

Data collected by Nielsen's Digital Ad Ratings service reveals that ad campaigns on mobile are more likely to reach the intended demographic than those on desktop when audiences are 'medium' or 'narrow'.

The study of more than 44,000 campaigns across 17 countries found that accuracy of ad targeting varies significantly by sector and demographic group. Travel marketers were found to be the most likely to reach their desired audience (doing so 66% of the time), followed by entertainment (64%), while FMCG and retail marketers hit the mark 40% and 42% respectively.

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In terms of demographic groups, campaigns focusing on 25-44 year olds reached the intended audience 38% of the time, compared to 44% for campaigns targeting 18-34s and 58% for 35-64s.

An interesting finding in Nielsen's research is that, while desktop (53%) and mobile (52%) perform equally well when targeting broad audiences, mobile (33%) is superior to desktop (28%) when targeting a 'medium' age range (spanning 16-30 years) or a 'narrow' (less than 16 years age span) age range (mobile 22% vs desktop 20%).

"Although 100% accuracy is likely to remain a pipe-dream, a school report on digital technology's ability to hit specific audiences might read 'could do better'," said Barney Farmer, Nielsen's marketing effectiveness director in the UK & Ireland. "However, in fairness it's more precise than traditional media and performance is improving all the time, particularly on mobile whose superiority in reaching narrower audiences reinforces its status as the most highly personal ad medium."

Tags: ad targeting, advertising, desktop, mobile

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