2018年-尼尔森亚太地区_Mobile_Gains_Ground_in_Digital_Ad_Campaigns_Across_Southeast_Asia_16页_2mb

报告摘要

NIELSEN DIGITAL AD RATINGS: SUMMARY

Core Content

Nielsen Digital Ad Ratings is a global benchmarking tool used to measure the effectiveness of digital advertising campaigns by evaluating how well impressions are delivered to the intended audience. The report provides on-target percent data for Southeast Asia (Indonesia, Malaysia, Philippines, Singapore, Thailand) through 1H 2017, focusing on age and gender demographics, advertiser categories, and device types (total digital, desktop-only, mobile-only).

Main Points

On-Target Percent (OTP): The percentage of impressions delivered to the intended audience. A 100% OTP is ideal but rarely achieved.
Benchmarking: The report offers industry-standard benchmarks to compare campaign performance against marketplace averages.
Device Influence: Performance varies significantly between total digital, desktop-only, and mobile-only platforms.
Demographic Influence: OTP differs based on the age and gender of the target audience, with broader age groups generally performing better than narrower ones.
Publisher Type: Different types of publishers (e.g., news, entertainment) influence the effectiveness of ad delivery.
Methodology: Benchmarks are based on historical campaign data with a minimum of 30 site observations, each having at least 5,000 impressions. Weighted data is used to ensure more accurate and statistically significant results.

Key Information

Southeast Asia On-Target Benchmarks

P25-54 (Medium Age Span): The total digital OTP is 59%, with mobile-only performance significantly higher than desktop-only.
Age and Gender Breaks:
- Broad (>30 years): OTP ranges from 59% to 95% across countries.
- Medium (16-30 years): OTP ranges from 46% to 87%.
- Narrow (≤15 years): OTP ranges from 35% to 73%.
- Gender-specific: Male-only and female-only benchmarks show performance differences, with male-only generally outperforming female-only in some countries.

Advertiser Categories

Business & Consumer Services: Highest OTP across most countries (73% total digital in the region).
Consumer Packaged Goods: Good performance across total digital and mobile-only.
Entertainment: High OTP in Singapore (89% total digital), but limited data in other countries.
Automotive, Computers & Electronics, Financial Services, Shipping/Retail, Travel: Varying performance with some categories missing data.

Device Performance

Mobile-only: Generally outperforms desktop-only in most countries, with higher OTPs.
Desktop-only: Shows lower OTPs, especially for younger demographics.
Total Digital: Averages across all devices, showing mixed performance depending on the demographic and advertiser category.

Publisher Type

News/Entertainment Publishers: Typically show better performance in reaching the intended audience.
Platform/Ad Networks: May have lower OTPs, especially for gender-specific targeting.

Summary Table

Country	Advertiser Category	Total Digital OTP	Desktop Only OTP	Mobile Only OTP
Indonesia	Business & Consumer Services	81%	92%	55%
	Consumer Packaged Goods	78%	69%	80%
Malaysia	Business & Consumer Services	68%	70%	68%
	Consumer Packaged Goods	58%	48%	66%
Philippines	Business & Consumer Services	78%	67%	82%
	Computers & Electronics	77%	50%	81%
	Consumer Packaged Goods	75%	59%	83%
Singapore	Business & Consumer Services	53%	51%	54%
	Entertainment	89%	98%	86%
	Consumer Packaged Goods	55%	42%	64%
	Shipping/Retail	84%	-	86%
Thailand	Business & Consumer Services	68%	79%	58%
	Consumer Packaged Goods	57%	47%	63%
	Shipping/Retail	72%	69%	74%

Age and Gender Insights

P18-49 (Broad Age Span): Highest OTP in Indonesia (95% total digital).
P25-34 (Narrow Age Span): Lower OTP in most countries, showing the challenge of targeting narrow demographics.
Gender-specific: Male-only targeting generally outperforms female-only targeting in total digital and desktop-only campaigns, with notable exceptions.

Methodology

Data Source: Over 3,000 campaigns from Southeast Asia.
Minimum Requirements: Each site observation must have at least 5,000 impressions and 30 site observations.
Calculation: OTP is calculated using weighted data to reflect the impact of impression counts.
Exclusions: Unmeasurable impressions and un-targeted campaigns are excluded to ensure accuracy.

About Nielsen Digital Ad Ratings

Provides transparent and actionable audience measurement for digital advertising.
Offers overnight reporting on reach, frequency, GRPs, impressions, and OTP.
Comparable to Nielsen TV Ratings for consistency and reliability.

About Nielsen

A global performance management company with operations in over 100 countries.
Offers comprehensive measurement of consumer behavior across all devices.
Integrates data from its Watch and Buy segments to provide analytics for improved performance.

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