当目标群体较窄时，移动设备往往比台式机更准确
伦敦--2016年12月15日。根据测量公司尼尔森（Nielsen）对17个国家的44000多个广告活动进行的一项研究，在英国提供的广告印象中，只有53%被广告主希望的年龄和性别的人观看。
在英国，旅游营销人员目前最有可能接触到他们想要的受众（66% 的情况下），其次是娱乐营销人员（64%）。另一方面，快速消费品（40%）和零售（42%）市场营销人员最有可能难以触及目标受众。
然而，准确性因活动针对的人群不同而有很大差异。例如，针对 25-44 岁人群的宣传活动在 38% 的情况下达到了预期受众的要求，而针对 18-34 岁人群的宣传活动为 44%，针对 35-64 岁人群的宣传活动为 58%。
该公司的数字广告评级服务对网站、应用程序和在线服务进行了测量，该服务收集的数据还显示，在覆盖广泛受众方面，台式机广告（53%）和移动广告（52%）的表现不相上下。不过，移动营销活动在锁定较小范围的受众方面更为准确。
例如，如果只针对 "中等 "年龄段（16-30 岁）的一种性别，那么移动媒体的成功率为 33%，而台式机的成功率为 28%。对于 "窄 "范围（小于 16 岁），22% 的移动媒体印象能达到目标受众，超过台式机的 20%。
“Although 100% accuracy is likely to remain a pipe-dream, a school report on digital technology’s ability to hit specific audiences might read ‘could do better’,” said Barney Farmer, Nielsen’s marketing effectiveness director in the UK & Ireland. “However, in fairness it’s more precise than traditional media and performance is improving all the time, particularly on mobile whose superiority in reaching narrower audiences reinforces its status as the most highly personal ad medium.”
这项研究涉及 2016 年 4 月至 6 月间开展的近 3,400 个英国广告活动，研究还显示，直接从网站出版商处购买的广告活动在击中目标受众方面的准确率（55% 的情况下）略高于通过第三方广告平台/网络购买的广告活动（52%）。
英国的总体成功率为 53%，低于德国（58%）和意大利（57%），但明显高于法国（43%）。
这是尼尔森首次公开发布数字广告评级的基准研究，Farmer 指出，这为 "媒体的买方和卖方提供了一个强有力的基准，使他们能够更好地了解数字广告的覆盖范围，评估广告活动的成功与否，并改进今后的工作"。
关于尼尔森数字广告收视率基准和调查结果报告
This report assessed data from more than 44,000 Nielsen Digital Ad Ratings campaigns across 17 markets (US, Canada, France, Germany, Italy, UK, Mexico, Brazil, China, India, Indonesia, Japan, Malaysia, Philippines, Singapore, Thailand and Australia) that ran during Q2, 2016, 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 (>5,000 impressions) with the specified demographic. With sample sizes exceeding 30, we can reasonably expect to see stable benchmarks. The average on-target percent is the number of impressions that reached the intended demographic divided by the number of total impressions in the campaign. The on-target percent is calculated by weighting each campaign by the number of impressions it contained within each category or demographic.
关于尼尔森
Nielsen 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 across all devices where 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 provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. www.nielsen.com.
