Mobile ads grew strongly in Southeast Asia in 2017, according to the latest Nielsen Digital Ad Ratings Benchmark report.
93% of digital ad campaigns used mobile formats and overall, mobile reached higher or equal benchmarks compared to desktop and digital apart from within the age category.
Nielsen assessed over 3,000 data points to find that across Southeast Asia, digital ads targeted at 18 to 49-year olds reached their intended age bracket 85% of the time. Compared to 2017, that’s an increase of 15% for desktop ads and 19% for mobile ads.
Mobile ads for millennial audiences (21-34 years) surpassed desktop performance by 32 percentage points.
Upon examination of the categories, advertisers within the electronics and business sectors reached their desired audiences more effectively at a success rate of around 74%. Meanwhile, automative and entertainment industries had lower success rates of 56% and 55%, respectively.