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Audience targeting is a critical issue for digital marketers these days, especially with the overwhelming amount of big data that is available. Now marketers can get real-time insight into their most valuable consumers and the attributes that define them. With this intelligence, it is now possible to grow business through efficient targeting and ad spend. It is critical to understand what tactics marketers are currently using to target their audiences so we can figure out what’s working and what isn’t. Join eXelate as they present the findings from their joint survey with Digiday that asked hundreds of digital advertisers and agencies how they’re winning with audience targeting. Presented at the Digiday Brand Summit, 4/23/13. View presentation here: https://vimeo.com/65090357
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eXelate.com@eXelate
eXelate state of the industry
April 22, 2013
audience targeting – what’s working
2© 2013 eXelate Inc. Confidential and Proprietary.
• executive summary
• survey methodology
• results
• conclusion
agenda
3© 2013 eXelate Inc. Confidential and Proprietary.
executive summary
4© 2013 eXelate Inc. Confidential and Proprietary.
executive summary • audience targeting continues to grow with 80%+ of advertisers and 90%+ of agencies and networks/exchanges/DSPs utilizing the capability
• over 60% of advertisers prefer to utilize 3rd party online data as the preferred data source for audience targeting
• over 80% of the ecosystem find audience targeting an effective marketing strategy
• 3rd party online data is the highest ranked data set for both DIRECT RESPONSE and BRANDING campaigns for both advertisers and agencies
• 69%+ of advertisers, agencies, and networks/exchanges/DSPs plan to increase their audience targeting budgets with an average budget increase of 38%
5© 2013 eXelate Inc. Confidential and Proprietary.
survey methodology
6© 2013 eXelate Inc. Confidential and Proprietary.
survey methodology
• 650+ digital industry respondents • Advertiser• Agency• Network/Exchange/DSP
• conducted in March-April 2013
• online survey
• focus on audience targeting strategy and execution
• goal – how can we improve audience targeting
7© 2013 eXelate Inc. Confidential and Proprietary.
results
8© 2013 eXelate Inc. Confidential and Proprietary.
who employs audience targeting?
all players north of 80% utilization and growing
9© 2013 eXelate Inc. Confidential and Proprietary.
what platform do you use for audience targeting?
the pc remains the preferred platform, but mobile catching up quickly
10© 2013 eXelate Inc. Confidential and Proprietary.
advertisers prefer 3rd party online and 1st party CRM data
11© 2013 eXelate Inc. Confidential and Proprietary.
agencies prefer 3rd party online data with an even demand for the rest except social
12© 2013 eXelate Inc. Confidential and Proprietary.
audience targeting effectiveness
80%+ of advertisers find audience targeting effective
13© 2013 eXelate Inc. Confidential and Proprietary.
audience targeting effectiveness
90%+ of agencies find audience targeting effective
14© 2013 eXelate Inc. Confidential and Proprietary.
agencies use 3rd party data in 50%+ of their campaigns
15© 2013 eXelate Inc. Confidential and Proprietary.
advertisers prefer 3rd party online data for DIRECT RESPONSE campaigns
1 = best 5= worst
16© 2013 eXelate Inc. Confidential and Proprietary.
advertisers prefer 3rd party online data for BRANDING campaigns as well
1 = best 5= worst
17© 2013 eXelate Inc. Confidential and Proprietary.
agencies prefer 3rd party online and 1st party CRM for DIRECT RESPONSE campaigns
1 = best 5= worst
18© 2013 eXelate Inc. Confidential and Proprietary.
agencies prefer utilizing 3rd party online data for BRANDING campaigns
1 = best 5= worst
19© 2013 eXelate Inc. Confidential and Proprietary.
what % of the ecosystem will increase their audience targeting budget?
across the board increase in budgets
69%69%
68%
89%
advertisersbudgets will increase by 43%
agenciesbudgets increase by 30%
of networks/ exchanges/DSPsbudgets increase by 40%
20© 2013 eXelate Inc. Confidential and Proprietary.
advertisers employ an equal mix of behavioral and demographic data
21© 2013 eXelate Inc. Confidential and Proprietary.
agencies employ all types of targeting approaches
22© 2013 eXelate Inc. Confidential and Proprietary.
most advertisers and agencies have not implemented a campaign ratings solution
agencies getting near a tipping point for campaign ratings
% with campaign ratings solution
23© 2013 eXelate Inc. Confidential and Proprietary.
agencies see more value in campaign ratings solutions than advertisers
% who plan to implement a campaign ratings solution
24© 2013 eXelate Inc. Confidential and Proprietary.
conclusion
25© 2013 eXelate Inc. Confidential and Proprietary.
conclusion • audience targeting continues to grow with 80%+ of advertisers and 90%+ of agencies and networks/exchanges/DSPs utilizing the capability
• over 60% of advertisers prefer to utilize 3rd party online data as the preferred data source for audience targeting
• over 80% of the ecosystem find audience targeting an effective marketing strategy
• 3rd party online data is the highest ranked data set for both DIRECT RESPONSE and BRANDING campaigns for both advertisers and agencies
• 69%+ of advertisers, agencies, and networks/exchanges/DSPs plan to increase their audience targeting budgets with an average budget increase of 38%
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