Eyeota Index - IAB Australia...I hope that this report will be a useful guide for advertisers, media buyers and publishers in staying updated with the latest trends in global audience

Eyeota Index Q2 2015

INTRODUCTION 3

FOREWORD

WHO IS EYEOTA

EXECUTIVE SUMMARY

METHODOLOGY

GLOBAL TREND SUMMARY

GLOBAL 8

RANKINGS

EYEOTA GROWTH INDEX

EYEOTA PRICE INDEX

EYEOTA SECTOR SPEND INDEX

EYEOTA SEGMENT CATEGORIES

EUROPE 14

RANKINGS

EYEOTA GROWTH INDEX

EYEOTA PRICE INDEX



UNITED KINGDOM

GERMANY

2

Table of Contents

SECTION 1

SECTION 2

APAC 32

RANKINGS

EYEOTA GROWTH INDEX

EYEOTA PRICE INDEX

SECTOR SPEND INDEX


AUSTRALIA

SOUTHEAST ASIA

NORTH AMERICA 50

RANKINGS

EYEOTA GROWTH INDEX

EYEOTA PRICE INDEX



SEGMENT GLOSSARY 56

ADVERTISER GLOSSARY 57

GEOGRAPHICAL DEFINITION 59

CONTACT US 60

SECTION 3

SECTION 4

SECTION 5

“We are proud to release the third edition of the Eyeota Index, which uncovers global audience data spend trends for Q2 2015. After a quarter of negative growth in Q1, we can report a strong increase in the use of

audience data in Q2 worldwide. We observed a particulary high growth rate in South East Asia of 256% as the market continues to mature.

Eyeota occupies a strategic position within the digital advertising ecosystem, having built integral relationships with all major global and regional ad

buying platforms, trading desks, DSPs, DMPs and ad networks.

3

Introduction - Foreword

We sought to make use of the huge volume of transactional data we collect on a continual basis to identify advertising sectors that are leading the way in audience data usage and which segments are

being used to target customers.

The Eyeota Index contains data tracking thousands of campaigns executed by hundreds of agencies across 60 countries.

We have developed our own proprietary Indices, The Eyeota Growth and Eyeota Price Indices. These are beneficial to all parties. For

advertisers, it provides a rare window into how their peers in their category are using data and which audience segments work well for

specific advertiser sectors. Publishers gain further insights about the most sought-after data segments, and the types of advertisers purchasing them.

Each region has its own unique factors driving audience data spend. I hope that this report will be a useful guide for advertisers, media

buyers and publishers in staying updated with the latest trends in global audience data spend.

More importantly, the Eyeota Index seeks to help all parties to understand their target audiences in a new way – as human beings.”

Kevin Tan, CEO, Eyeota

Eyeota launches the third Eyeota Index

4

Who Is Eyeota?

Eyeota The Global Leader In Local Audience Data

Established in 2010

1.5 Billion Unique Profiles Globally

30,000+ publishers contribute to our Audience Data Marketplace

8 Global offices:

• Berlin • Düsseldorf • Hamburg • London

• Melbourne • Singapore • Sydney • Tokyo

5800+ Segments

Premium branded/Offline datasets available

5

Introduction – Executive Summary

6

Introduction - Methodology

As a truly global specialist data provider, Eyeota has developed a world leading index to identify specific advertising sectors that are leading the way in audience data usage.

This index charts a substantial amount of internal data in Q2 2015 (1 April to 30 June 2015) . Advertisers were categorized into relevant advertiser sectors, with actual brand names kept anonymous. (Refer to the Advertiser Glossary on page 57-58 for examples).

This report contains data that was tracked from thousands of campaigns executed by hundreds of agencies across 60 countries.

Specifically, we observed:

1. Advertiser sectors that demonstrated significant growth in data expenditure

2. Sectors that placed a premium on targeting data

3. Data segments they were most interested in

7

Global – Global Trend Summary

There was an increase in expenditure in audience data worldwide in Q2.

Finance sector spent the most globally on audience data surpassing the top spenders of Q1: Travel & Leisure

MulX-‐Media sector was the highest growing sector in Q2

Sociodemographic sXll accounts for more than half of all audience data segments bought -‐ 52% in Q2

Q1 to Q2 Growth by Region

9

Global - Rankings

Leap Frog Awards

•  Mul,-‐Media -‐

•  Medical -‐ x 2.7

Q1 Q2

19%

Top Segment Categories -‐ % of all segments purchased

•  Purchase Intent -‐

•  Sociodemographic -‐

AutomoXve

Travel & Leisure

Finance

Electronics & Computers

Finance

AutomoXve

x 5

•  Finance -‐ x 2.4

52%

10

Global – Eyeota Growth Index Which advertiser sectors grew the most in Q2?

The Eyeota Growth Index tracks individual adverXser sector growth in audience data expenditure from Q1 to Q2 compared to overall quarter on quarter growth.

6.7x

2.7x 2.3x 2.3x 2.2x

1.0x

0.8x 0.7x 0.7x 0.6x 0.6x 0.6x 0.5x 0.4x

-0.3x -0.5x -1.0x -1.3x

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Overall Growth Rate

Slower growth than overall Grew more than overall growth Negative Growth Rate

Multi-Media: Online video streaming companies penetrating local markets

Medical: Major pharmaceutical and optical companies promoting travel related OTC products ahead of the busy travel season

Travel & Leisure: Spend peaked in Q1 around heavy holiday booking schedule

11

Global – Eyeota Price Index Which sectors placed a premium on targeting data in Q2?

The Eyeota Price Index tracks the weighted average price of data purchased by each adverXser sector.

Sought to reach niche Sociodemographic groups most likely to benefit from their causes

Charitable Organizations

Seeking to target upper class, educated students and young professionals

Multi-Media

Major FMCG companies want to increase product awareness to relevant segments with higher reach such as parents and grocery buyer segments

FMCG

1.5 1.3

1.2 1.1 1.1 1.1 1.1

1.0 1.0

1.0 0.9

0.9 0.8

0.7 0.7

Multi-Media

Charitable Organization


Government Organizations

Automotive

Finance

Medical

Travel & Leisure

Services & Utilities

Retail

Education

Home & Garden

Food & Beverage

FMCG

Sports

1.0

0x 1x 2x 3x 4x 5x

Finance


Automotive

Multi-Media

Travel & Leisure


Medical

Retail

FMCG

Education


Home & Garden

Sports

Sociodemographic

Purchase Intent

B2B

Interest

Seasonal

12

Global – Sector Spend Index Which advertiser sectors spent the most on data globally and which segments did they purchase in Q2?

The length of the bar represents the relaXve audience data expenditure by adverXser sector compared to the average spend. The average is calculated on the median. The bars are then subdivided into the broad segment categories purchased.

Top spenders within the Finance sector included Personal Banking services and Loans, who were predominantly keen on targeting Sociodemographic followed by Purchase Intent segments. The Electronics & Computers sector was heavily dominated by B2B data to promote Enterprise software and business license agreements

MulXple of average spend

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Interest

B2B

Sociodemographic

Seasonal

Purchase Intent

Finance


Automotive

Multi-Media

Travel & Leisure


Medical

Retail

FMCG

Education

Sports*

Not in Top 10 Sectors

13

Global – Eyeota Segment Categories Which segment categories did the top 10 advertiser sectors purchase?

The chart shows the breakdown of segment category expenditure by the top ten adverXser sectors

Interest and Sociodemographic: these categories were bought broadly by a range of advertisers. Finance was the top consumers of Sociodemographic and Interest segments. B2B: Electronics & Computers advertisers – mainly enterprise software companies and small businesses- were big users of B2B segments. Seasonal: Retail and Sports advertisers sought to reach consumers with products related to Seasonal events.

*not in top ten sectors but added due to significant expenditure on seasonal segments

15

Europe - Rankings

Leap Frog Awards

•  Medical -‐

•  Home & Garden -‐ x 2.8

Q1 Q2

49%

22%




AutomoXve

Travel & Leisure

Finance


Finance

AutomoXve

x 4.6

16

Europe – Eyeota Growth Index Which advertiser sectors grew the most in Q2?

8.7x

4.2x

3.2x

2.0x 1.8x 1.5x 1.4x 1.1x

0.6x 0.5x 0.5x -0.01x -0.3x

-0.8x -0.8x -1.7x -1.9x

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Overall Growth Rate


Medical: Major pharmaceutical companies promoting travel related OTC products ahead of the busy travel season

Electronics & Computers: Major hardware companies made aggressive branding push in Q2

Fashion: Clothing stores made big push at the start of the year (Q1) for new spring/summer collections


17

Europe – Eyeota Price Index Which sectors placed a premium on targeting data in Q2?


Luxury vehicles and standard auto companies placed a priority on targeting niche Sociodemographic audiences including higher income and affluent families

Automobile

Retail banks and loan providers communicating user-specific products to highly-valued segments including financial and asset Intent profiles

Finance

Major FMCG advertisers focused more on high campaign reach by buying broad demographic data including gender and parents

FMCG

1.5

1.3

1.3

1.2

1.2

1.2

1.1

1.0

1.0

0.7

0.7

Automotive

Finance

Medical



Multi-Media


Retail

Travel & Leisure

Home & Garden

FMCG

1.0

0x 1x 2x 3x 4x

Finance


Automotive

Travel & Leisure

Medical

Retail


FMCG

Home & Garden


Multi-Media

Sociodemographic

Purchase Intent

B2B

Interest

Seasonal

18

Europe – Sector Spend Index Which advertiser sectors spent the most on data and which segments did they purchase in Q2?

IT equipment and software brands utilized B2B data to reach other businesses, within the Electronics & Computers sector. Within the Automotive sector, standard automotive brands invested primarily in Sociodemographic segments.



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Interest

B2B

Sociodemographic

Seasonal

Purchase Intent

Finance


Automotive

Travel & Leisure


Medical

Retail

FMCG

Home & Garden


Sports*


19

Europe – Eyeota Segment Categories Which segment categories did the top 10 advertiser sectors purchase?


Seasonal: Travel & Leisure was the largest consumer of Seasonal segments, driven largely by calendar events

B2B: The Electronics & Computers sector continues to be the largest investor in B2B segments Purchase Intent: The Finance sector was the top spender of Purchase Intent categories reaching consumers in market for Finance products


21

United Kingdom - Rankings

Leap Frog Awards

•  Electronics & Computers -‐

•  Medical -‐

x 9.1

Q1 Q2

61%

18%




AutomoXve

Travel & Leisure

Finance


Finance

AutomoXve

x 4.5

22

United Kingdom – Eyeota Growth Index Which advertiser sectors grew the most in Q2?

17.5x

7.4x 5.8x

2.1x 1.3x 1.3x

0.9x 0.6x 0.5x 0.0x -0.1x -0.3x -0.6x -0.9x -1.7x -1.7x

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Overall Growth Rate


Electronics & Computers: Major hardware companies make aggressive branding push in Q2

Home & Garden: Premium pet supplies brands targeting higher income families

Government Organizations: General Elections campaigns ended during May so Q1 growth was not sustained


23

United Kingdom – Eyeota Price Index Which sectors placed a premium on targeting data in Q2?


Premium pet supply companies purchased high income and affluent families segments to reach niche audiences

Home & Garden

Standard automotive manufacturers buying high value in-market Purchase Intent segments

Automotive

Supermarkets advertising in-store promotions to high reach broad demographic profiles such as household decision makers

Retail

1.3

1.3

1.3

1.2

1.2

1.0

1.0

1.0

1.0

0.9

0.8

0.7

Home & Garden

Automotive


Medical



Finance

Multi-Media

Travel & Leisure


Retail

FMCG

1.0

0x 1x 2x 3x 4x 5x

Finance


Automotive

Travel & Leisure

Medical

Retail


FMCG


Multi-Media

Home & Garden


Sociodemographic

Purchase Intent

B2B

Interest

Seasonal

24

United Kingdom – Sector Spend Index Which advertiser sectors spent the most on data and which segments did they purchase in Q2?

As the biggest spender on audience data, Finance advertisers used Sociodemographic and Purchase Intent segments to promote personal banking products. Automotive advertisers almost exclusively used Sociodemograhic data such as car ownership to target consumers Electronics & Computers advertisers spent the most on B2B data targeting companies with enterprise and small business tech solutions



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Interest

B2B

Sociodemographic

Seasonal

Purchase Intent

Finance


Automotive

Multi-Media

Travel & Leisure


Medical

Retail

FMCG


Sports*


25

United Kingdom – Eyeota Segment Categories Which segment categories did the top 10 advertiser sectors purchase?


Interest and Sociodemographic: these categories were bought broadly by a range of advertisers. The Finance sector was the top consumer of Interest segments, whilst Automotive advertisers bought the most Sociodemographic segments.

B2B: Electronics & Computers advertisers – mainly Enterprise software companies and small businesses- were big users of B2B segments. Seasonal: Retail advertisers spent the most on Seasonal segments as they sought to reach consumers with products related to Seasonal events.


27

Germany - Rankings

Leap Frog Awards

•  Travel & Leisure -‐

•  Services & U,li,es -‐

Q1 Q2

42%


•  Interest -‐


Finance

AutomoXve


Finance

Retail


•  Fashion -‐ Sector to watch*

x 2.0

x 1.4 27%

*sector did not have significant enough spend in previous quarter to compare, however Q2 spend was significant

29.1x

11.4x 9.3x

-5.7x -5.8x

-12.5x

-22.3x -22.8x

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Overall Growth Rate

28

Germany – Eyeota Growth Index Which advertiser sectors grew the most in Q2?


Grew more than overall growth Negative Growth Rate

Travel & Leisure: Only region seeing growth in this sector. Includes hotel companies wanting to capture travel intenders in the current period

Services & Utilities: Postal companies buying relocation intent users to promote home shipping products

FMCG: Although spend declined compared to other regions, it remains a significant spender in Germany

29

Germany – Eyeota Price Index Which sectors placed a premium on targeting data in Q2?


Retail banks place a premium on purchasing financial and real estate intent profiles

Finance

Brands preferring broader reach audience profiles including travel and sports enthusiasts

Travel & Leisure

2.5

1.3

1.2

1.1

1.0

1.0

0.8

0.7

0.7

0.3

Finance


Retail


Home & Garden

Automotive

FMCG

Medical

Food & Beverage

Travel & Leisure

1.0

0x 1x 2x 3x 4x

Finance


Retail


Automotive

Medical

Home & Garden

Travel & Leisure

Food & Beverage

FMCG

Sociodemographic

Purchase Intent

B2B

Interest

Seasonal

30

Germany – Sector Spend Index Which advertiser sectors spent the most on data and which segments did they purchase in Q2?

As the biggest spender on audience data, Finance advertisers used primarily Purchase Intent segments - accounting for 92% of their data selections Electronics & Computers advertisers spent the most on B2B data targeting companies with enterprise and small business tech solutions



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Interest

B2B

Sociodemographic

Intent

Finance


Automotive

Travel & Leisure


Medical

Retail

FMCG

Home & Garden

Food & Beverage


31

Germany – Eyeota Segment Categories Which segment categories did the top 10 advertiser sectors purchase?


Sociodemographic: Finance was the top consumer of Sociodemographic and Interest segments. B2B: Electronics & Computers advertisers – mainly Enterprise software companies and small businesses- were big users of B2B segments. In addition, Home & Garden advertisers, used B2B segments to promote new home cleaning products to small business professionals.


33

APAC - Rankings

Leap Frog Awards


•  Finance -‐

Q1 Q2


x 8.6

x 3.6

59%



Finance

Travel & Leisure

AutomoXve

Finance

AutomoXve

MulX-‐Media

17%

34

APAC – Eyeota Growth Index Which advertiser sectors grew the most in Q2?

9.3x

3.2x 2.7x

2.0x 1.9x 1.3x

0.8x 0.7x 0.6x 0.4x 0.3x 0.2x 0.1x -0.1x -0.2x -0.7x

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Multi-Media: Following the global trend, online video streaming companies audience data usage grew as they penetrated local markets

Finance: After a dip in spend in Q1, Q2 saw the reactivation of banking campaigns seeking more financial intent users

Home & Garden: DIY Companies reduced level of promotion of Q1 event- based campaigns


35

APAC – Eyeota Price Index Which sectors placed a premium on targeting data in Q2?


Optical and Pharmaceutical companies buying high-reach general Demographic segments to generate awareness

Medical

Similar to global trends, online services seeking to target upper class individuals, educated students and young professionals

Multi-Media

Fast-food/casual restaurants buying niche segments including low income, tight-budget families, to increase awareness of relevant promotions and products

Food & Beverage

1.6 1.3

1.2 1.2

1.2 1.0 1.0

1.0 1.0

0.9 0.9

0.8 0.8 0.8

Multi-Media

Food & Beverage

Home & Garden



Travel & Leisure

Finance


Education

Retail

Automotive

Sports

Medical

FMCG

1.0

0x 1x 2x 3x 4x 5x 6x

Finance

Multi-Media

Automotive


Travel & Leisure


Education

FMCG


Retail

Medical

Sports

Food & Beverage

Sociodemographic

Purchase Intent

B2B

Interest

Seasonal

36

APAC – Sector Spend Index Which advertiser sectors spent the most on data and which segments did they purchase in Q2?

The Finance sector invested the most in audience data, continuing the trend from Q4 ‘14 and Q1 ‘15. Personal banking organizations drove data spend and were most interested in Sociodemographic segments.

Multi-Media advertisers were the biggest spender on Sociodemographic segments overall, investing nearly all their audience data budget in this one category. Automotive advertisers were among the top spenders on Sociodemographic and Purchase Intent data.



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Interest

B2B

Sociodemographic

Seasonal

Purchase Intent

Finance


Automotive

Multi-Media

Travel & Leisure


Retail

FMCG

Education


Sports*


37

APAC – Eyeota Segment Categories Which segment categories did the top 10 advertiser sectors purchase?


Sociodemographic: Finance and Multi-Media companies were the biggest consumer of this category. B2B: Both Electronics & Computers and Finance sectors were most keen on B2B segments. Enterprise computers companies sought to reach business professionals. Seasonal: Sports advertisers were most interested in Seasonal segments who sought to reach consumers with products related to Seasonal sporting events


39

Australia - Rankings

Leap Frog Awards

•  FMCG -‐


Q1 Q2

65%



•  Sociodemographic -‐ x 15.4 Sector to watch*

AutomoXve

Finance

Travel & Leisure

Finance

AutomoXve

MulX-‐Media

x 7.3 16%

*sector to watch, strong spend in Q4 & Q2 but not in Q1

40

Australia – Eyeota Growth Index Which advertiser sectors grew the most in Q2?

10.3x

3.6x 3.2x 3.0x 2.2x

1.1x 1.1x

0.8x 0.7x 0.2x 0.1x

-0.4x -0.6x -1.0x

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Overall Growth Rate


Multi-Media: Following the global and regional trends, online video streaming companies audience data usage grew as they penetrated local markets

Finance: Credit card companies using audience data for the first time plus reactivation of banking campaigns from Q4 after a dip in Q1

Home & Garden: Tourism and Travel Agents lessen spend due to end of Q1 peak Travel booking period


41

Australia – Eyeota Price Index Which sectors placed a premium on targeting data in Q2?


Similar to global trends, seeking to target upper class individuals, educated students and young professionals

Multi-Media

Groceries promoting products to high-reach Sociodemographic profiles: grocery buyers and parents

FMCG

Gambling companies seeking general sports and broad entertainment enthusiasts

Gambling & Betting

1.5 1.4

1.2 1.1 1.1

1.1 1.0 1.0

1.0 1.0

0.9 0.9

0.8 0.8

0.5

Multi-Media

Food & Beverage


Travel & Leisure

Home & Garden



Education

Finance

Medical

Retail

Automotive

Sports

FMCG

Gambling & Betting

1.0

0x 1x 2x 3x 4x 5x 6x

Finance

Multi-Media

Automotive


Education

Travel & Leisure


FMCG


Retail

Sports

Food & Beverage

Gambling & Betting

Medical

Home & Garden

Sociodemographic

Purchase Intent

B2B

Interest

Seasonal

42

Australia – Sector Spend Index Which advertiser sectors spent the most on data and which segments did they purchase in Q2?

As the biggest spender on audience data, Finance advertisers invested heavily in Sociodemographic segments Multi-Media advertisers invested the most in Sociodemographic data, accounting for 93% of their data selections Electronics & Computers advertisers spent the most on B2B data targeting companies with enterprise and small business tech solutions



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Interest

B2B

Sociodemographic

Seasonal

Purchase Intent

Finance


Automotive

Multi-Media

Travel & Leisure


Retail

FMCG

Education


Sports*


43

Australia – Eyeota Segment Categories Which segment categories did the top 10 advertiser sectors purchase?


Purchase Intent: Top investors were Finance, Automotive and Services & Utilities sectors Seasonal: Sports advertisers were the predominant users of Seasonal segments promoting goods, services and events related to Australian Football League. B2B: Both Electronics & Computers and Finance sectors were most keen on B2B segments as both sectors sought to reach business professionals.


45

Southeast Asia - Rankings

Leap Frog Awards

•  Finance -‐

•  Travel & Leisure -‐

Q1 Q2

45%

Top Segment Categories

•  B2B -‐



Travel & Leisure

Services & UXliXes

Finance

Travel & Leisure


•  Medical -‐ Sector to watch*

x 3.9

x 8.6

25%

*sector to watch, strong spend in Q4 & Q2 but not in Q1

3.0x

1.1x 1.1x

0.7x 0.6x

0.1x

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Grew more than overall growth Slower growth than overall

46

Southeast Asia – Eyeota Growth Index Which advertiser sectors grew the most in Q2?

Finance: Reactivation of banking campaigns seeking more financial intent users as spend from Q4 came back after a dip in Q1

Travel & Leisure: Major hotels chains anticipated high demand for local accommodation/staycations in light of many local Asian holidays in Q2/Q3

Multi-Media: Regional magazine publishers using audience data for the first time to reach relevant demographic audience


47

Southeast Asia – Eyeota Price Index Which sectors placed a premium on targeting data in Q2?


Enterprise software companies most likely to place a premium on niche small business professionals

Magazines placing a premium on Sociodemographic and professional B2B industry profiles

Multi-Media

Confectioners and beauty companies buying broad Interest data

FMCG

Electronics & Computers 1.8

1.5

1.1

1.0

0.8

0.7

0.6

0.5


Multi-Media

Finance

Travel & Leisure

Medical

Education


FMCG

1.0

0x 1x 2x 3x 4x

Finance


Travel & Leisure

Medical


Multi-Media

FMCG

Education

Sociodemographic

Purchase Intent

B2B

Interest

Seasonal

48

Southeast Asia – Sector Spend Index Which advertiser sectors spent the most on data and which segments did they purchase in Q2?

The Finance sector invested the most in audience data, replacing Electronics and Computers from Q1. Electronics &Computers were the top spenders on B2B data - accounting for 95% of their overall audience data budget Medical advertisers were the top spenders in Sociodemographic data – spending 98% of their overall audience data budget on reaching relevant Demographic profiles



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Interest

B2B

Sociodemographic

Seasonal

Purchase Intent

Finance


Multi-Media

Travel & Leisure


Medical

FMCG

Education


49

Southeast Asia – Eyeota Segment Categories Which segment categories did the top 10 advertiser sectors purchase?


Purchase Intent: Finance and Travel & Leisure were the biggest consumers of Purchase Intent data Seasonal: Telecommunications companies within the Services & Utilities sector purchased the most Seasonal segments B2B: Both Electronics & Computers and Finance sectors were most keen on B2B segments as both sectors sought to reach business professionals.


51

North America - Rankings

Leap Frog Awards

•  Finance -‐

•  Retail -‐

Finance

Q1 Q2

35%

28%


•  B2B -‐



x 2.7


Travel & Leisure

Services & UXliXes

x 3.4

Services & UXliXes

2.8x

2.0x

1.3x 1.3x

0.9x 0.7x

0.4x 0.3x

-0.1x -0.2x

Fina

nce

Reta

il

Go

vern

me

nt O

rga

niza

tions

FMC

G

Ele

ctr

oni

cs

& C

om

put

ers

Aut

om

otiv

e

Mul

ti-M

ed

ia

Serv

ice

s &

Util

itie

s

Tra

vel &

Le

isur

e

Ho

me

& G

ard

en

Overall Growth Rate


52

North America – Eyeota Growth Index Which advertiser sectors grew the most in Q2?

Finance: Finance growth was driven by Financial Services companies new to audience data, buying Sociodemographic and industry professional profiles to promote personal banking products. The sector spend grew from 4th place in Q1 to 2nd in Q2.


Travel & Leisure: Travel destinations lessen spend after Q1 peak travel booking period

53

North America – Eyeota Price Index Which sectors placed a premium on targeting data in Q2?


Large restaurant/fast-food chains promoting seasonal campaigns to general family decision makers

Food & Beverage

Home Furnishing and Appliance companies promote new products to highly relevant real estate intent audiences

Home & Garden

Loan companies targeting niche lower income users

Finance

1.6 1.5 1.5 1.5

1.4 1.4

1.1 1.0

0.8 0.8

0.7 0.7

0.5

Home & Garden

Multi-Media

Finance

Travel & Leisure

Retail

Medical



Automotive


Food & Beverage

Education

FMCG

1.0

0x 1x 2x 3x


Finance


Medical

Travel & Leisure

Retail

FMCG


Education

Automotive

Multi-Media

Home & Garden

Food & Beverage

Sociodemographic

Purchase Intent

B2B

Interest

Seasonal

54

North America – Sector Spend Index Which advertiser sectors spent the most on data and which segments did they purchase in Q2?

Electronics & Computers: This sector topped audience data spend for the 2nd quarter in a row, with software companies investing primarily in B2B data B2B: Continuing the trend from the previous 2 quarters, B2B segments continued to constitute the majority of data spend for the highest spending advertiser sectors

Finance: Spent the most on Sociodemographic segments



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Interest

B2B

Sociodemographic

Seasonal

Purchase Intent

Finance


Automotive

Travel & Leisure


Medical

Retail

FMCG

Education


Food & Beverage*

Not in top 10 Sectors

55

North America – Eyeota Segment Categories Which segment categories did the top 10 advertiser sectors purchase?


Purchase Intent: Retail sectors invested in Purchase intent data to reach fashion conscious shoppers

B2B: Electronics & Computers advertisers were the highest spending advertiser sector, and also the top investor in B2B segments Sociodemographic: Finance used Sociodemographic data to promote Loans to low income families. Government Organizations targeted Government Workers


56

Segment Category Glossary A breakdown of what each segment category entails.

Data segments that relate to the characteris,cs of a user such as: •  Gender •  Age •  With/ without children

Data segments that relate to the purchase of a good or a service by visi,ng comparison sites, product review sites, booking engines or ecommerce sites

Data segments that allow you to target based on a users specific interests and hobbies

Data segments that allow you to target based on business criteria such as: •  Industry •  Size of company •  Profession

Sociodemographics

Purchase Intent

Interest

Business 2 Business (B2B)

Seasonal segments to help target campaigns around holidays, special occasions and spor,ng events

Seasonal

57

Advertiser Glossary For the report, advertisers were categorized anonymously into relevant advertiser sectors.

The following provides examples of the types of adver,sers that could be included in each sector and are not reflec,ve of actual adver,sers in our database.

Automo,ve Charitable Organiza,on Educa,on Electronics & Computers F&B

Audi BMW Fiat Ford Honda Jaguar Toyota Lexus Mercedez Benz Porsche

Breast Cancer Founda,on Doctors of the World Greenpeace Habitat for Humanity Make-‐A-‐Wish Red Cross Save the Children UNICEF World Vision WWF

Columbia University Georgetown University Insead Business School Montessori Educa,on Center Singapore Management University Sussex University Sydney University University of Michigan University of Washington Vancouver Film School

Apple Canon HP IBM Intel Lenovo Microsoe Philips Samsung Toshiba

Applebees Coca Cola Krispy Kreme Mcdonald’s Nespresso Pepsi Pizza Hut Red Bull Starbucks Tropicana

Fashion Finance FMCG Gambling & Behng

Burberry Calvin Klein Fossil H&M Hugo Boss Levi’s Ralph Lauren Tommy Hilfiger Uniqlo Victoria’s Secret

Bank of America Barclays CapitalOne Ci,bank Commonwealth Bank HSBC JP Morgan Paypal Standard Chartered Bank Visa

Danone Frito-‐Lay General Mills Kelloggs Loreal Mondelez/Krae Nespresso Nestle P&G Unilever

Beiair Casino Arizona Coral Ladbrokes Paddy Power Party Poker Sandia Resort & Casino SportsBet Unibet William Hill

58

Advertiser Glossary For the report, advertisers were categorized anonymously into relevant advertiser sectors.

The following provides examples of the types of adver,sers that could be included in each sector and are not reflec,ve of actual adver,sers in our database.

Home & Garden Internet Services Medical

American Legion Australian Government Democra,c Na,onal Commijee European Commission Health Department Health Promo,on Board Interna,onal Energy Agency Scohsh Government United Na,ons Workforce Development Agency

American Signature Inc Bunnings Warehouse Crate & Barrel Dulux Electrolux Fisher & Paykel Freedom Hart Tools Ikea SC Johnson

Bing Chrome Cisco Google Maps Mozilla Safari Skype Wikipedia Wordpress Yahoo

Aetna Group Aviva Bayer Bri,sh Medical Associa,on BUPA HCB Health Hospitals Novar,s Pfizer Sacred Heart Hospital Specsavers

Mul,-‐Media Retail Services & U,li,es Sports

BBC News Disney Financial Times Guardian News & Media Huffington Post Neilix Sky Sports Warner Bros Washington Post YouTube

Amazon Carrefour Coles ebay House of Fraser Not On The High Street Sainsbury’s Toys R Us Walmart Whole Foods

Cable Vision DHL EDF O2 Royal Mail Scohsh Power T-‐Mobile Verizon Vodafone Zoopla

Adidas Foot Locker Na,onal Basketball Associa,on New Balance Nike Puma Reebok Rugby World Cup UEFA Champions League Wimbledon Championships

Government Organiza,ons

Travel

Air Berlin Club Med Emirate Airlines Hyaj Luehansa Qantas Royal Caribbean Starwood TripAdvisor United Airlines

59

Geographical Definition Specific countries across various regions included in this report.

Asia Pacific

Afghanistan American Samora Andorra Armenia Australia Azerbaijan Bhutan Bri,sh Indian Ocean Territory Brunei Darussalam Cambodia China Christmas Island Fiji Georgia Guam Hong Kong India Indonesia Japan Kazakhstan Korea Laos Maldives

Macau Malaysia Mongolia Nepal New Zealand Niue Norfolk Island Northern Mariana Islands Pakistan Palau Papua New Guinea Philippines Pitcairn_Islands Samoa Solomon Islands South Korea Singapore Sri Lanka Taiwan Tajikistan Thailand Timor-‐Leste Tokelau

Tonga Turkmenistan Tuvalu Uzbekistan Vanuatu Vietnam

Europe

Åland Islands Albania Algeria Austria Belarus Belgium Bosnia and Herzegovina Bulgaria Cyprus Czech Republic Denmark Finland France Germany Gibraltar Greece Greenland Hungary Iceland Italy Liechtenstein Lithuania Luxembourg

Macedonia Malta Monaco Montenegro Netherlands Norway Poland Portugal San Marino Serbia Slovakia Slovenia Spain Svalbard And Jan Mayen Sweden Switzerland Turkey United Arab Emirates United Kingdom Ukraine

60

Contact Us

Australia — Melbourne Office Email: [email protected] Australia — Sydney Office Level 5, 46-‐56 Kippax St, Surry Hills, Sydney, NSW 2010 Phone: +61 2 8005 6009 Email: [email protected] Germany — Berlin Office Julie-‐Wolehorn-‐Straße 1, 10115 Berlin, Germany Phone: +49 160 9626 6428 Email: [email protected] Germany – Düsseldorf Office Scheibenstr. 45 40479 Düsseldorf, Germany Email: [email protected] Germany – Hamburg Coming soon Email: [email protected] Japan – Tokyo Office Coming soon Email: [email protected] Singapore – Head Office 12A Upper Circular Road Singapore 058410 Email: [email protected] United Kingdom — London Office Level 2, 1 Fore St Moorgate, EC2Y 5EJ Email: [email protected]

Press Contact: Joyce Lin -‐ PR & Communica,ons Manager Email: [email protected]

For more informa,on, please visit us at: www.eyeota.com

Documents

Eyeota Index - IAB Australia...I hope that this report will be a useful guide for advertisers, media buyers and publishers in staying updated with the latest trends in global audience