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
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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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