Mobile advertising is becoming significantly more effective at reaching the right consumers, according to Nielsen research.
In some areas, targeting effectiveness on mobile campaigns has caught up to – and even surpassed – desktop advertising. With this, we can expect advertising dollars to continue to flow into mobile formats, perhaps at the expense of desktop.
Nielsen’s research analyzed 40,000 US mobile campaigns between April and June 2016.Mobile campaigns across a range of websites, apps and digital services reached 60% of their intended audiences, up from 49% in the same period of 2015.
The research found that mobile campaigns are more effective for reaching:
- Narrower audiences. Campaigns targeting people between 18 to 34 had a 63% on-target percentage on mobile, compared to 53% on desktop. Nielsen posits that this is because mobile devices tend to be more personal, and less likely to be used by a shared audience compared to desktop.
- Female audiences. Among those aged 18-49, mobile campaigns reached 53% of women in the intended audience, whereas similar desktop campaigns reached just 45% of women.
However, desktop retains a slight advantage over mobile for reaching:
- Broader audiences. In campaigns targeting 18-49 year olds, desktop had a 70% on-target percentage compared to mobile at 64%.
- Male audiences. Among people aged 18-49, desktop campaigns reached 57% of men in the intended audience, compared to just 50% for similar mobile campaigns.
Overall, the rate of successfully targeted ads on mobile and desktop ads is now equal. Until recently, there was a considerable gap between the how long consumers spent on mobile devices versus how much advertisers were investing into mobile inventory. The so-called mobile opportunity gap – popularized by venture capitalist Mary Meeker’s “Internet Trends” slide deck – partly driven by limitations around targeting, tracking, and user analytics on mobile.
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