Ginny Marvin says, “Mobile ad campaigns are getting better at reaching their intended audiences, according to new data from Nielsen released Tuesday.

The benchmarks report looks at on-target percentage, which is the percentage of ad impressions delivered to the targeted audience out of the total number of impressions served during a campaign. Mobile had an on-target rate of 60 percent, up from 49 percent in Q1 2015.

In last year’s report, the total digital on-target percentage for digital advertising campaigns in the US was 61 percent. This year, that benchmark was 59 percent. Nielsen broke out desktop for the first time this year; desktop’s on-target benchmark was 60 percent.

US campaigns targeted to people ages 18–34 and 25–44 had a better chance of reaching those audiences on mobile than on desktop. However, campaigns targeted more broadly to people between the ages of 18–49 had a greater percent of ad impressions delivered on desktop than on mobile, according to a new benchmarks report from Nielsen released Tuesday”.

Nielsen: Mobile targeting is getting better, particularly when targets are narrower

Marketing Land

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