How accurate is mobile ad targeting?

The Nielsen Digital Ad Ratings Benchmarks report examined 3,000 campaigns across Southeast Asia (Indonesia, Malaysia, the Philippines, Singapore, and Thailand) measured by Digital Ad Ratings since its launch in Southeast Asia in 2015.

Key findings:

• After open-ended demographics (such as 13+ or 18+), P18-49 was the highest performing digital and mobile benchmark, reaching the desired audience 85% of the time on desktop and mobile devices.
• Mobile achieved an on-target rate equal to or higher than digital or desktop benchmarks for all but two reported age benchmarks.
• On-target rates varied significantly by category.
• For digital advertising campaigns intended for consumers aged 21 to 34, those served via mobile devices surpassed desktop performance by 32 percentage points (78% vs. 46%).

The graphics below represent the overall Southeast Asia results; the full report contains breakdowns for each country.