Shopping advertisers reach customers the fastest

Their on-target success hit 89%.

Advertisers in the entertainment and shopping/retail category had the easiest time reaching their desired audience, achieving an on-target success of 89% and 84% respectively, data analytics firm Nielsen revealed.

According to its Singapore Digital Ad Ratings Benchmark report, the sectors' success is significantly greater than the 53% and 55% for advertisers in the business & consumer services and consumer packaged goods sectors.

The report further revealed that mobile achieved a higher on-target rate as compared to desktop benchmarks for business & consumer services/consumer packaged goods and shopping/retail.

Almost all or 95% of campaigns measured in Singapore had a mobile component.

Digital ads targeting the 18- to 49-year-old age bracket reached their intended audience 82% of the time for mobile and desktop devices.