According to new data from Nielsen, which was released on Tuesday, November 22, mobile ad campaigns these days are getting tougher and tougher at reaching their intended audiences.
The Nielsen report looks at on-target percentage, which is the percentage of ad impressions that is 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, which is up from 49 percent in Q1 2015.
US campaigns that are targeted to folks ages 18-34 and 25-25 had a better chance of reaching these audiences on mobile in comparison to desktop. But, campaigns targeted more broadly to people between 18-29 had a better percent of ad impressions delivered on desktop than on mobile. This information comes from the new benchmarks report released on Tuesday by Nielsen.
Nielsen says campaigns that included the broadest targets were more successful at accurately reaching males, while narrower targets reached women more successfully. Mobile campaigns saw more success when trying to reach females, while desktop campaigns performed better in successfully reaching males
Publishers delivered higher on-target rates than platforms and ad networks for all keey age range targets. Nielsen did not break down performace by mobile and desktop.
The data is compiled from roughly 40,000 Nielsen Digital Ad Ratings campaigns through June 30, 2016.