nielsen digital ad ratings · however, despite advances in targeting methods, it remains highly...

Copyright (c) 2016. The Nielsen Company (US), LLC.

NIELSEN DIGITAL AD RATINGS

U.S. BENCHMARKS AND FINDINGS THROUGH Q2 2016

NOVEMBER 2016

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Total digital age/gender breaks and age spans

Advertiser categories

Platforms/ad networks vs. publishers

NEW! Desktop-only age/gender breaks and age spans

NEW! Mobile-only age/gender breaks and age spans*

NIELSEN DIGITAL AD RATINGS U.S. BENCHMARKS AND FINDINGSOVERVIEWIn the age of digital advertising measurement, the key indicators of a successful campaign include reach and on-target percentage, or the percentage of impressions delivered within the target audience out of the total served during the entire campaign. However, despite advances in targeting methods, it remains highly unlikely that a campaign will achieve 100% on-target percentage due to consumer behaviors such as misrepresenting age/gender online, sharing digital devices with family and friends, and limitations with cookie-based targeting. Nielsen Digital Ad Ratings focuses on the people viewing, not the devices, and measures and reflects these consumer behaviors in our metrics of on-target performance.

With this understanding, media buyers and sellers require reliable benchmarks to evaluate campaign success. Over the past five years, Nielsen Digital Ad Ratings has become an industry standard for buying and selling digital media. Leveraging our sample of historic campaigns, the Digital Ad Ratings Benchmarks and Findings Report serves as guidance for individual campaign efficiency compared to marketplace averages.

THROUGH Q2 2016

• SAMPLE: Since the last release of this report for campaigns through Q4 2015, our sample has grown by almost 20%

• TOTAL DIGITAL ON-TARGET PERCENTAGE: 59% – remaining relatively stable from 61% in Q4 2015. Campaigns with the broadest targets more accurately reached males, while campaigns with narrower targets more successfully reached females

• HIGHEST-PERFORMING ADVERTISER CATEGORIES: Business & Consumer Services, Computers & Electronics, and Entertainment

• PLATFORMS/AD NETWORKS VS. PUBLISHERS: Publishers consistently achieved a higher on-target percentage compared to platforms/ad networks. However, campaigns targeting P25-54 and M25-54 showed the smallest variances

• DESKTOP ON-TARGET PERCENTAGE: 60% – included for the first time in this report

• MOBILE ON-TARGET PERCENTAGE: 60% – an increase from 49% in Q1 2015. While desktop performance was higher for broadly-targeted campaigns, mobile was stronger across narrower targets. In addition, mobile campaigns were generally more successful at reaching females, whereas desktop campaigns performed higher among males

SUMMARY

HOW TO READ AND APPLY BENCHMARKS

P25-54 overall on-target percentage is 58%. This means that 58% of all impressions served to a campaign with a target audience of P25-54 were actually delivered to P25-54. If a campaign with a P25-54 target audience has an on-target percentage of 65%, this is 7 points above the 58% benchmark for this demographic segment.

This report includes benchmarks for:

*The Q1 2015 and Q4 2015 reports included mobile insights for directional purposes only

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ON-TARGET PERCENTAGE BENCHMARKS

DEMOGRAPHIC AGE SPAN, TOTAL DIGITAL (INCLUDES DESKTOP AND MOBILE)

AVERAGE ON-TARGET PERCENTAGE 59%

• Since the last benchmarks report, the total digital on-target percentage has remained relatively stable – from 61% in Q4 2015 to 59%. This overall performance is consistent with 59% in 2014

0% 100%50% 75%25%

on-target percentage

81%

52%

55%

38%

38%

31%

demographic age span

P

M or F

P

M or F

P

M or F

Broad: >30 yrs

Broad: >30 yrs

Med: 16-30 yrs

Med: 16-30 yrs

Narrow: ≤15 yrs

Narrow: ≤15 yrs

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0% 100%50% 75%25%P M F

93%

40%

55%

49%

49%

58%

46%

43%

56%

68%

92%

–

25%

34%

25%

42%

46%

34%

21%

43%

56%

84%

43%

25%

41%

38%

37%

40%

41%

65%

33%

47%

66%

AGE AND GENDER BREAKS, TOTAL DIGITAL (INCLUDES DESKTOP AND MOBILE)


45% 25% 32%


99

99

49

34

24

34

54

49

44

64

54

13

18

18

18

18

21

25

25

25

35

35

target demographic

3425

10 30 50 70 90

• Campaigns with the broadest targets (18+, 18-49) more accurately reached males, while campaigns with narrower targets (e.g. 18-24, 21-34, 25-34) more successfully reached females

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Note: Advertiser categories are defined by the Nielsen Ad Intel solution definitions

AUTOMOTIVE

BUSINESS & CONSUMER SERVICES

COMPUTERS & ELECTRONICS

CPG

ENTERTAINMENT

FINANCIAL SERVICES

SHOPPING / RETAIL

ADVERTISER CATEGORIES, TOTAL DIGITAL (INCLUDES DESKTOP AND MOBILE)

0% 100%50% 75%25%P M F

49%

61%

45%

56%

55%

68%

59%

–

39%

–

51%

41%

43%

44%

–

33%

–

38%

33%

–

26%


TRAVEL – – –

AUTOMOTIVE



CPG

ENTERTAINMENT

FINANCIAL SERVICES

SHOPPING / RETAIL

0% 100%50% 75%25%P M F

63%

66%

66%

71%

63%

69%

74%

41%

58%

–

61%

55%

–

–

–

44%

–

57%

48%

–

34%


TRAVEL – – –

18-49

18-34


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AUTOMOTIVE



CPG

ENTERTAINMENT

FINANCIAL SERVICES

SHOPPING / RETAIL

0% 100%50% 75%25%P M F

59%

55%

57%

61%

60%

55%

55%

50%

–

–

51%

45%

–

55%

–

34%

–

43%

42%

–

36%


TRAVEL 55% 42% 32%

Note: Advertiser categories are defined by the Nielsen Ad Intel solution definitions

ADVERTISER CATEGORIES, TOTAL DIGITAL (INCLUDES DESKTOP AND MOBILE)

25-54


• For advertiser categories with sufficient sample, almost all categories showed stronger performance among males over females, regardless of age segment

• Campaigns within the Business & Consumer Services, Computers & Electronics, and Entertainment categories achieved the highest on-target percentage across all measured demographics

• In particular, the Entertainment category was most successful at reaching females across all age segments

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PLATFORM/AD NETWORK

PUBLISHER

on-target percentage18-34

0% 100%50% 75%25%P M F

42%

62%

38%

48%

29%

40%

PLATFORM/AD NETWORK

PUBLISHER


0% 100%50% 75%25%P M F

59%

71%

46%

59%

41%

51%

PLATFORM/AD NETWORK

PUBLISHER


0% 100%50% 75%25%P M F

53%

61%

42%

50%

31%

49%

PLATFORM/AD NETWORK VS. PUBLISHER, TOTAL DIGITAL (INCLUDES DESKTOP AND MOBILE)


• Publishers consistently achieved a higher on-target percentage across all measured demographics

• Campaigns targeting Persons 25-54 and Males 25-54 showed the smallest gap between publishers and platforms/ad networks

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0% 100%50% 75%25%

74%

57%

61%

48%

41%

34%

DEMOGRAPHIC AGE SPAN, DESKTOP AND MOBILE

0% 100%50% 75%25%


AVERAGE ON-TARGET PERCENTAGE

60%

83%

50%

53%

35%

37%

30%

demographic age span

P

M or F

P

M or F

P

M or F

Broad: >30 yrs

Broad: >30 yrs

Med: 16-30 yrs

Med: 16-30 yrs

Narrow: ≤15 yrs

Narrow: ≤15 yrs

DESKTOP


INTRODUCING NEW DESKTOP AND MOBILE BENCHMARKS

• Overall, there was a substantial improvement in mobile on-target percentage from the first report of mobile insights – from 49% in Q1 2015 to 60%

• Mobile continues to prove itself as a highly personal platform. While desktop performance was higher for broadly-targeted campaigns, mobile performance was consistently stronger across narrower targets

on-target percentagedemographic age span

MOBILE

P

M or F

P

M or F

P

M or F

Broad: >30 yrs

Broad: >30 yrs

Med: 16-30 yrs

Med: 16-30 yrs

Narrow: ≤15 yrs

Narrow: ≤15 yrs

AVERAGE ON-TARGET

PERCENTAGE

60%

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P M F

76%

49%

54%

64%

50%

65%

48%

56%

63%

64%

93%

–

–

19%

22%

44%

52%

32%

17%

44%

50%

78%

59%

34%

38%

52%

53%

53%

–

28%

41%

53%

74%

AGE AND GENDER BREAKS, DESKTOP AND MOBILE

MOBILE

P M F

95%

38%

55%

42%

50%

57%

46%

30%

53%

70%

92%

–

26%

38%

27%

41%

45%

36%

22%

43%

57%

86%

42%

22%

42%

30%

33%

37%

26%

–

29%

45%

64%

DESKTOP



99

99

49

34

24

34

54

49

44

64

54

13

18

18

18

18

21

25

25

25

35

35

target demographic

3425

10 30 50 70 90

• While mobile campaigns were generally more successful at reaching females, desktop campaigns consistently performed higher among males

INTRODUCING NEW DESKTOP AND MOBILE BENCHMARKS

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APPENDIXADDITIONAL AGE AND GENDER BENCHMARKS, TOTAL DIGITAL (INCLUDES DESKTOP AND MOBILE)

AGE/GENDER PERSONS MALE FEMALE

13-17 14% - 21%

13-24 37% 49% 41%

13-34 63% 55% 62%

13-49 81% - -

13-54 88% - -

18-39 66% 66% 60%

18-44 67% 49% 45%

18-54 76% 43% 49%

18-64 85% - -

21+ 88% - 66%

21-24 - 31% -

21-29 48% 38% -

21-34 46% 34% 41%

21-39 78% - -

21-49 60% - -

25+ 85% 71% 62%

25-29 - 16% -

25-39 70% - 21%

25-64 88% 55% 60%

30-64 68% - 39%

35+ 63% 49% 61%

45+ 57% - -

45-64 37% - 30%

50+ 45% - 43%

50-64 24% - -

65+ 39% - -

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This report includes data from approximately 40,000 Nielsen Digital Ad Ratings campaigns through June 30, 2016 (excluding campaigns targeting Persons 2+), where the minimum number of site observations was at least 30. A site observation is defined as the performance of a campaign on one site with the specified demographic. With sample sizes exceeding 30, we can reasonably expect to see stable benchmarks.

The average on-target percentage is the number of impressions that reached the intended demographic divided by the number of total impressions in the campaign. The on-target percentage is calculated by weighting each campaign by the number of impressions it contained within each category or demographic.

We calculate benchmarks using weighted data, which allows site observations with higher impression counts to have a higher contribution to the final benchmarks. This provides a more statistically sound representation of average campaign performance. Overall benchmarks are calculated using all historical campaign data.

Dashed cells are data points that did not meet the minimum site observation requirement. In certain cases, demographic breaks are excluded from charts due to a lack of available data points.

The following abbreviations are used:• P: Persons (includes both Male and Female)• F: Female• M: Male

The following advertiser categories are listed in this document. Advertiser categories are defined by the Nielsen Ad Intel solution definitions.

Automotive – Sellers, manufacturers, or distributors of automobiles such as cars, trucks, vans, and motorcycles. This category includes automotive parts and accessories dealers and automotive repair and improvement services.

Business and Consumer Services – Occupations requiring special training in the arts or sciences, or requiring certification by a professional body, such as auditors, doctors and lawyers. Also includes the companies and services that support these sectors including tax advice, accounting support, etc.

Computers and Electronics – Computer and electronic equipment brands or manufacturers, such as phones, iPods, TVs, and printers.

Consumer Packaged Goods (CPG) – A business that produces or sells consumer packaged goods such as food and beverages, beauty and personal care products, over-the-counter medications and nutritional supplements, and cleaning products. In general, CPG are goods that have to be replaced frequently.

Entertainment – A business that sells products or services that are used primarily for the purpose of entertainment, such as movies, music, theater, broadcast and cable television stations, and video games.

Financial Services – A business that offers services utilized for the saving, transfer, accumulation, disbursement, and acquisition of money. This category includes credit, investment, banking, insurance, and loans.

Shopping/Retail – A place of business usually owned and operated by a retailer but sometimes owned and operated by a manufacturer or by someone other than a retailer in which merchandise is sold primarily to ultimate consumers.

Travel – A commercial organization which organizes or supports vacations and visits to places of interest.

APPENDIXMETHODOLOGY AND ASSUMPTIONS

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ABOUT NIELSEN DIGITAL AD RATINGSNielsen Digital Ad Ratings delivers transparent and actionable audience measurement for digital advertising campaigns. Digital Ad Ratings provides overnight reporting of a campaign’s reach, frequency, GRPs, impressions, and on-target percentage across digital devices in a way that is comparable to Nielsen TV Ratings. For more information, visit http://www.nielsen.com/digitaladratings.

ABOUT NIELSENNielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen's Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry's only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.

APPENDIX

http://www.nielsen.com/digitaladratings

http://www.nielsen.com/

nielsen digital ad ratings · however, despite advances in targeting methods, it remains highly...

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