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BizReport : Advertising archives : November 29, 2016

Nielsen: Mobile ad targeting has improved to match desktop

New data from Nielsen reveals that mobile ads are now on a par with desktop ads in terms of on-target percentages.

by Helen Leggatt

Ads on desktop have, traditionally, seen higher on-target percentages for reaching their intended audience than mobile. However, the performance of mobile ads has steadily been improving and, according Nielsen, now reach 60% of their intended audience, up from 49% during the same period last year.

That means that mobile ads are now on a par with desktop, "a factor that could influence considerations of media buyers and sellers planning digital media campaigns", wrote Nielsen in their report.

Desktop continues to fare better when it comes to targeting broader audiences, found Nielsen. Among campaigns directed toward the key buying demographic of 18-49 year olds mobile saw on-target percentages of around 64% compared with 70% for desktop. Mobile, however, was found to be more effective for campaigns targeting narrower audiences.

"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," says Nieslen.

Tags: advertising, desktop, mobile, research, targeting

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