Copyright ©2016 The Nielsen Company. Confidential and proprietary.

NIELSEN DIGITAL AD RATINGS BENCHMARKS REPORT

Q2 2016, ASIA PACIFIC

NOVEMBER 2016

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NIELSEN DIGITAL AD RATINGSBENCHMARKS REPORTSUMMARY

In 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. While marketers can

achieve high on-target rates, it’s still incredibly hard to achieve a 100% on-target rate –

effectively serving all ads to the defined audience. With this understanding, media buyers and

sellers require reliable benchmarks to evaluate campaign success.

Available in 24 countries globally, Nielsen Digital Ad Ratings has become an industry

standard for buying and selling digital media. Leveraging our sample of historic campaigns,

the Nielsen Digital Ad Ratings Benchmarks Report serves as guidance for individual

campaign efficiency compared to marketplace averages.

This report includes benchmarks for:

Age/gender breaks and age spans

Advertiser categories, as defined by Nielsen Ad Intel

Publishers vs. platforms/ad networks

Desktop-only and mobile-only insights

HOW TO READ AND APPLY BENCHMARKS

P25-54 overall on-target percent is 59%. This means

that 59% 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 percent of 65%, this is 6 points above the

59% benchmark for this demographic segment.

Age spans refers to the range of ages the target

audience covers, and is organized into three groups:

Broad – more than 30 years (e.g. P18+)

Medium – 16 to 30 years (e.g. P25-54)

Narrow – less than 15 years (e.g. P18-34)

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REGIONAL INSIGHTS – ASIA PACIFIC

TRANSPARENT METRICS LEADS TO IMPROVED REACH

On-target percent for 18-34 year olds increased from last year (Q4 2015), jumping up 10 percentage points for people aged 18-34 (53% to 63%) and 15 percentage points for females-only aged 18-34 (36% to 51%). The volume of campaigns measured for these groups doubled from last year, showing that an increase in independent measurement can lead to more transparency that ultimately improves overall reach and ad spend efficiency.

INDEPENDENT MEASUREMENT INCREASES CONFIDENCE

Marketers are more willing to invest in a platform if there is independent, third-party measurement to provide transparent performance metrics, especially in the case of mobile. Mobile measurement was only introduced last year, yet 45% of all campaigns measured in Asia Pacific had a mobile component. These metrics have allowed marketers to build mobile best practices, resulting in an on-target percentage of 76% for mobile campaigns with broad audiences, or campaigns geared towards mixed male and female audiences that span more than 30 years in age. Desktop campaigns achieved an on-target rate of 79% amongst the same audience.

PRECISION IS TRICKY WITH NARROW AUDIENCES

Marketers in Asia Pacific reached broad audiences, defined as audiences spanning more than 30 years in age, 79% of the time. On-target rates for campaigns geared towards medium audiences spanning 16-30 years in age dropped to 59%. Campaigns with this more narrow audience made up 32% of all campaigns measured in Asia Pacific, the most of any audience type.

MISSING THE HOUSEHOLD SHOPPERS

Computer & Electronics (68%) and Travel (67%) marketers had an easier time reaching their desired audience. Automotive (47%) and CPG (43%) marketers, on the other hand, hit the mark less than half of the time. CPG campaigns in particular made up 40% of all measured campaigns in the region, highlighting significant optimization opportunities to increase reach and maximize return on ad spend.

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Campaigns in Asia Pacific focusing on P25-54 reached their desired audience 62% of the time. This can be contrasted with the just 30% on-target accuracy for campaigns targeting P25-34, a more narrow

target. Accuracy can also be influenced by device type; desktop campaigns for the P13+ demographic were 8 percentage points higher than those delivered on a mobile device.

6435

5425

4918

18+

13+

0 15 30 45 60

age brackets

3421

4925

5435

13 34

3425

P M F

95% – 50%

59% – –

91% – –

70% 52% 55%

63% 53% 51%

38% – 20%

– – –

79% – 38%

62% 39% 41%

57% – 50%

46% 26% 28%

30% – 22%

50% 32% –

41% – 25%

2418

3418

25+

4425

AGE AND GENDER BREAKSDESKTOP

ONLYMOBILEONLY*

P M F

96% – 55%

59% – –

91% – –

70% 49% 55%

61% 44% 44%

40% – 21%

– – –

80% – 31%

63% 39% 41%

58% – 54%

44% 36% 30%

30% – 17%

52% 32% –

41% – 25%

P M F

88% – 46%

– – –

91% – –

66% – –

65% – 64%

– – –

– – –

74% – –

60% 31% 39%

56% – –

61% – 25%

– – 24%

– – –

– – –

TOTALDIGITAL

*Mobile insights for provided directional purposes only

ASIA PACIFIC ON-TARGET BENCHMARKS

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ADVERTISER CATEGORY TOTAL DIGITAL

DESKTOP ONLY

MOBILE ONLY*

AUTOMOTIVE 47% 46% 51%

BUSINESS & CONSUMER SERVICES 53% 58% 35%

COMPUTERS & ELECTRONICS 68% 68% 68%

CONSUMER PACKAGED GOODS 43% 43% 42%

ENTERTAINMENT 60% 60% 65%

FINANCIAL SERVICES 58% 57% 60%

SHOPPING/RETAIL 61% 61% 58%

TRAVEL 67% 67% 70%

PUBLISHER TYPE

Broad >30 years

Medium 16-30 years

Narrow ≤15 years

79% 47%

59% 37%

33% 23%

P M or F

76% 53%

62% 39%

35% 24%

P M or F

79% 46%

58% 36%

32% 22%

P M or F

AGE SPANS – PEOPLE VS MALE-ONLY OR FEMALE-ONLY

TOTAL DIGITAL DESKTOP ONLY MOBILE ONLY*

46%PLATFORM/NETWORK

52%SITE

PUBLISHER

*Mobile insights for provided directional purposes only

ASIA PACIFIC ON-TARGET BENCHMARKS

Copyright ©2016 The Nielsen Company. Confidential and proprietary.

ASIA PACIFIC SPOTLIGHTAUSTRALIA

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In Australia campaigns aiming to reach the broad target of P25-54 performed with superior accuracy by reaching their desired audience 62% of the time. This can be contrasted with the just 21% on-target

accuracy for campaigns targeting P25-34. Among the younger 18-34 demographic digital campaigns did a better job reaching males with 36% accuracy versus 31% for females. Accuracy can also be

influenced by device type, mobile campaigns for the 25-44 demographic were 10 percentage points higher than those delivered on a desktop computer.

AUSTRALIA ON-TARGET BENCHMARKS

6435

5425

4918

18+

13+

0 15 30 45 60

age brackets

3421

4925

5435

13 34

3425

P M F

94% – –

59% – –

93% – –

68% 52% 50%

50% 36% 31%

35% – –

– – –

80% – –

62% 39% 41%

58% – 50%

44% 26% 35%

21% – 22%

50% 32% –

39% – 25%

2418

3418

25+

4425

AGE AND GENDER BREAKSDESKTOP

ONLYMOBILEONLY*

P M F

96% – –

59% – –

93% – –

68% 49% 50%

51% 36% 32%

36% – –

– – –

80% – –

63% 39% 41%

58% – 51%

43% 26% 36%

21% – 22%

52% 32% –

40% – 25%

P M F

86% – –

– – –

93% – –

66% – –

44% – –

– – –

– – –

74% – –

60% 31% 40%

56% – –

53% – 32%

– – –

– – –

– – –

TOTALDIGITAL

*Mobile insights for provided directional purposes only

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AUSTRALIA ON-TARGET BENCHMARKS

ADVERTISER CATEGORY TOTAL DIGITAL

DESKTOP ONLY

MOBILE ONLY*

AUTOMOTIVE 47% 46% 50%

BUSINESS & CONSUMER SERVICES 49% 50% 44%

COMPUTERS & ELECTRONICS 67% 69% 36%

CONSUMER PACKAGED GOODS 47% 47% 51%

ENTERTAINMENT 63% 63% 64%

FINANCIAL SERVICES 58% 57% 60%

SHOPPING/RETAIL 61% 62% 58%

TRAVEL 67% 67% 67%

PUBLISHER TYPE

Broad >30 years

Medium 16-30 years

Narrow ≤15 years

76% 50%

57% 37%

30% 30%

P M or F

75% 57%

59% 37%

32% 34%

P M or F

77% 49%

57% 37%

29% 30%

P M or F

TOTAL DIGITAL DESKTOP ONLY MOBILE ONLY*

48%PLATFORM/NETWORK

63%SITE

PUBLISHER

*Mobile insights for provided directional purposes only

AGE SPANS – PEOPLE VS MALE-ONLY OR FEMALE-ONLY

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APPENDIXMETHODOLOGYThis report assessed data from nearly 3,000 Nielsen Digital Ad Ratings campaigns from Australia, China, India, Indonesia, Japan, Malaysia, Philippines, Singapore, and Thailand through 30 June, 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. Site observations from sites that are also Nielsen Digital Ad Ratings data providers were not included in this report.

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. We used weighted data, which allows site observations of a website or ad network appearing within a campaign 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.

Blank 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.

ABOUT NIELSEN CAMPAIGN RATINGSNielsen Campaign Ratings delivers clients comprehensive, comparable metrics for TV and online advertising campaigns. Part of the Nielsen Campaign Ratings product suite, Nielsen Digital Ad Ratings combines Nielsen’s Cross-Platform Homes panel data with aggregated, anonymous, privacy-protected demographic information from participating online data providers. Campaign reporting is available the day after the launch of a campaign, providing vital delivery information in-flight to both advertisers and publishers. Nielsen Total Ad Ratings, also part of the suite, draws upon Nielsen Digital Ad Ratings as well as Nielsen’s proprietary TV data to deliver unduplicated and incremental reach, frequency, and GRP measures for TV and Internet advertising. 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.

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