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Media: Mobile dominates digital ad campaigns in the Philippines – Nielsen

MANILA – Mobile advertising dominated digital ad campaigns in the Philippines, while at the same time, on-target mobile ad performance outpaced digital ads served via desktop and total digital in 2017, according to a newly released report by performance management company, Nielsen.

The Nielsen Digital Ad Ratings Benchmarks report, which assessed 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 (91%) digital ad campaigns leveraged mobile, and mobile achieved higher on-target success than total digital and desktop benchmarks for all reported age benchmarks in the Philippines (See chart 1).

Chart 1. Philippines On-Target Benchmarks (Age and Gender Breaks)


Source: Nielsen Digital Ad Ratings Benchmarks and Findings Report 2017

Digital ads targeting 18 to 49 year olds age bracket reached their intended audience 81% of the time for mobile, while 77% and 59% for total digital and desktop respectively.

For digital advertising campaigns intended for consumers aged 21-34, those which were served via mobile devices hit the mark 81% of the time, surpassing desktop and total digital performance which only reached audiences with 41% and 73% accuracy.

“The increase in mobile advertising reflects the growing penetration of mobile and the mobile-first habits of consumers in the Philippines,” says Tin Amper, Nielsen’s Head of Media Client Service in the Philippines. “While historically, ads served on desktops have had great success in reaching intended audiences than mobile; marketers have made considerable progress in rapidly increasing mobile’s on-target performance in the past year.”

A closer look at categories also revealed that advertisers in the Consumer Packaged Goods, Business & Consumer Services, and Computers & Electronics sectors had the easiest time reaching their desired audience via mobile devices, achieving an on-target success of 83%, 82%, and 81% respectively (See chart 2).

Chart 2. Philippines On-Target Benchmarks (Advertiser Category)

Source: Nielsen Digital Ad Ratings Benchmarks and Findings Report 2017

“Mobile is winning today but tomorrow is a different scenario. As consumers’ media habits evolve, marketers need to consider all the screens when trying to reach their target audience. These benchmarks can help media planners/buyers and sellers better evaluate and optimize their reach online,” Amper recommends.

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

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