How likely are digital ads to reach their intended targets in Canada? The broader the target, the better, according to recent data from Nielsen, which found that ads targeted to 18-49-year-olds were on-target 71% of the time. Digital ads targeting a single gender were generally on-target less than half of the time, with those targeting men having higher rates than those targeting women.
Notably, on-target rates were higher for mobile than desktop campaigns, with this true across demographic zones. For example, digital ads targeting specific genders among adults older than 30 were on-target 55% of the time for mobile and 41% of the time for desktop.
Also, the analysis of more than 3,800 Digital Ad Ratings campaigns run in Canada between June 2013 and April 2016 found that as audience targets narrow, video ads tend to outperform display ads in on-target rate, though in each case the on-target rates are quite low.
The following list highlights some other key points about Canadian consumers and marketing from recent research.
Topics: Advertising Trends, Alternative Connected Devices, Brand Loyalty & Purchase Habits, Creative & Production, Display & Rich Media, Email, Media & Entertainment, Men, Mobile Phone, Online, Retail & E-Commerce, Social Media, Tablet, Top Brands, Video, Women, Word of Mouth, Youth & Gen X
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