X

  • Client Login
  • Indonesia
    • ---Regions---
    • Europe
    • Mainland China
    • India
    • Latinoamérica (Latin America)
    • Middle East, North Africa and Pakistan
    • Southeast Asia, North Asia and Pacific
    • Sub-Saharan Africa
    • -------------
    • Algeria
    • Argentina
    • Australia
    • Bahrain
    • Bangladesh
    • Беларусь (Belarus)
    • Belgium
    • Brasil (Brazil)
    • България (Bulgaria)
    • Cameroun (Cameroon)
    • Canada
    • Centroamérica (Central America)
    • Chile
    • Mainland China
    • Colombia
    • Crna Gora (Montenegro)
    • Hrvatska (Croatia)
    • Cyprus
    • Česká republika (Czech Republic)
    • Danmark (Denmark)
    • Deutschland (Germany)
    • República Dominicana (Dominican Republic)
    • Ecuador
    • Egypt
    • España (Spain)
    • Eesti (Estonia)
    • France
    • Ghana
    • Ελλάδα | Greece
    • Hong Kong
    • India
    • Indonesia
    • ישראל (Israel)
    • Italia (Italy)
    • Côte d'Ivoire (Ivory Coast)
    • 日本 (Japan)
    • Jordan
    • Ireland
    • Казахстан (Kazakhstan)
    • Kenya
    • Kuwait
    • Latvija (Latvia)
    • Lebanon
    • Lietuva | Lithuania
    • Македонија (Macedonia)
    • Magyarország (Hungary)
    • Malaysia
    • México
    • Morocco
    • Myanmar
    • Nederland (Netherlands)
    • Nepal
    • New Zealand
    • Nigeria
    • Norge (Norway)
    • Oman
    • Österreich (Austria)
    • Pakistan
    • Peru
    • Philippines
    • Polska (Poland)
    • Portugal
    • Puerto Rico
    • Qatar
    • România
    • Россия (Russia)
    • Saudi Arabia
    • Slovenská republika (Slovakia)
    • Slovenija (Slovenia)
    • South Africa
    • Srbija (Serbia)
    • Sri Lanka
    • Suomi (Finland)
    • Singapore
    • South Korea
    • Schweiz | Switzerland | Svizzera | Suisse
    • Sverige (Sweden)
    • Tanzania
    • Taiwan
    • ประเทศไทย (Thailand)
    • Tunisia
    • Türkiye (Turkey)
    • Uganda
    • Ukraine
    • United Arab Emirates
    • United Kingdom
    • Uruguay
    • United States
    • Venezuela
    • Việt Nam
    X
Nielsen Logo Nielsen Logo
MENU
  • Insights
  • Solutions
  • About Us

Insights

Mobile Gains Ground in Digital Ad Campaigns Across Southeast Asia

Digital | 02-13-2018
Email Share

separate addresses by comma

Mobile advertising saw strong growth across Southeast Asia in 2017, while at the same time, on-target mobile ad performance improved throughout the year.

The Nielsen Digital Ad Ratings Benchmarks report, which accessed more than 3,000 digital campaigns since its launch in Southeast Asia in 2015, found that in the first half of 2017, more than nine in 10 (93%) digital ad campaigns leveraged mobile, and mobile achieved an on-target reach equal to or higher than digital or desktop benchmarks for all but two reported age benchmarks.

Across Southeast Asian markets (Indonesia, Malaysia, the Philippines, Singapore and Thailand), digital ads targeting 18-49 year olds age bracket reached their intended audience 85% of the time for mobile, digital, and desktop campaigns. This compares to 2016 benchmarks where just 70% of ads delivered via desktop and 66% delivered via mobile reached their intended audience.

For digital advertising campaigns intended for consumers aged 21-34, those which were served via mobile devices surpassed desktop performance by 32 percentage points (mobile at 78% vs. desktop at 46%).

Looking at categories, advertisers in the Computers & Electronics and Business & Consumer Services sectors had the easiest time reaching their desired audience across digital devices, achieving an on-target success of 75% and 73% respectively, compared to 56% and 55% respectively for advertisers in the Automotive and Entertainment sectors.

SEA On-Target Benchmarks

For more insights on how mobile ads show more success in reaching online consumers, download the Nielsen Digital Ad Ratings Benchmarks and Findings report.

The Nielsen Digital Ad Ratings Benchmarks and Findings report serves as a guidance for individual campaign effectiveness compared to marketplace averages across total digital, desktrop-only and mobile-only for age and gender demographics, age spans, advertiser categories and site-type (publishers, platform/ad networks).

ABOUT THE NIELSEN DIGITAL AD RATINGS BENCHMARKS REPORT

This report includes data from more than 3,000 Nielsen Digital Ad Ratings campaigns from Indonesia, Malaysia, the Philippines, Singapore and Thailand measured through 30 June 2017, where the minimum number of site observations was at least 30. A site observation is defined as the performance of a campaign on one site with a least 5,000 impressions with the specified demographic as the intended audience. With sample sizes exceeding 30, it can be reasonably expected to see stable benchmarks. The average on-target percent is the number of impressions that reached the intended demographic divided by the number of total impressions in the campaign. The on-target percent is calculated by weighting each campaign by the number of impressions it contained within each category or demographic. Weighted data is used to allow site observations with higher impression counts to have a higher contribution to the final benchmarks. This provides a more statistically sound representation of average campaign performance.

Tagged:  BRAND MARKETING  |  MOBILE  |  CONSUMER  |  CPG AND RETAIL  |  ONLINE ADVERTISING  |  DIGITAL AD RATINGS
Email Share

separate addresses by comma

To download, please provide us with a little information.

Welcome Back! Click below to download.

Download
X

Thank you

Click on the link to download the file. If your download doesn't start right away, right click on the link below to "Save As."

Nielsen Digital Ad Ratings Benchmarks and Findings Report 2017 SEA Only

Related Solutions

Related News

Related Reports

Interested in learning more?
Contact Us

Get the Nielsen Newswire Newsletter

By clicking on Subscribe, I agree to the Privacy Policy and Terms of Use.

X

You’re almost done! Please check your email to confirm your subscription.

In the meantime, explore our insights and reports on the latest consumer trends.

X

Something went wrong. If this is your first time subscribing, return to our signup form and try again, or contact us.

Once the form has been submitted successfully, you will receive an email requesting to confirm your subscription.

Company Info

  • About Nielsen
  • Investor Relations
  • Responsibility & Sustainability
  • Press Room
  • Leadership
  • Careers
  • Contact Us

Insights

  • News & Reports
  • News Center
  • Top 10 & Trends
  • How We Measure
  • Webinars & Events
  • Newsletter Sign-up

Solutions

  • Advertising Effectiveness
  • Audience Measurement
  • Consumer Insights
  • Creative Optimisation
  • Launch
  • Market Opportunity
  • Post Launch
  • Price and Promotion
  • Qualification
  • Sales Measurement
  • Segmentation
  • Shopper

Privacy Policy  |  Terms of Use  |  Site Map
Copyright © 2019 The Nielsen Company (US), LLC. All Rights Reserved.