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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.
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eXelate.com@eXelate
eXelate state of the industry
April 23, 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.
about eXelate
the smart data company that powers smarter marketing decisions
smart data. smarter decisions.TM
6© 2013 eXelate Inc. Confidential and Proprietary.
survey methodology
7© 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
8© 2013 eXelate Inc. Confidential and Proprietary.
results
9© 2013 eXelate Inc. Confidential and Proprietary.
who employs audience targeting?
all players north of 80% utilization and growing
2012 201370%
75%
80%
85%
90%
95%
100%
% of ecosystem utilizing audience targeting
AdvertiserAgencyNetwork/Ex-change/DSP
10© 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
PC/Mac Smartphone Tablet0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
% using platforms for audience targeting
AdvertiserAgencyNetwork/Ex-change/DSP
11© 2013 eXelate Inc. Confidential and Proprietary.
advertisers prefer 3rd party online and 1st party CRM data
0%
10%
20%
30%
40%
50%
60%
70%preferred data source for audience target-
ing
Advertisers
12© 2013 eXelate Inc. Confidential and Proprietary.
agencies prefer 3rd party online data with an even demand for the rest except social
3rd party online data
3rd party offline data
1st party CRM data
1st party custom
data
1st party social media data
0%10%20%30%40%50%60%70%80%90%
preferred data source for audience target-ing
Agencies
13© 2013 eXelate Inc. Confidential and Proprietary.
audience targeting effectiveness
80%+ of advertisers find audience targeting effective 29%
55%
6%
8%
2%
Advertisers
Very EffectiveSomewhat EffectiveNeither effective or ineffectiveSomewhat ineffec-tiveNot at all effective
14© 2013 eXelate Inc. Confidential and Proprietary.
audience targeting effectiveness
90%+ of agencies find audience targeting effective
36%
58%
4%
2%
Agencies
Very EffectiveSomewhat EffectiveNeither effective or ineffectiveSomewhat ineffec-tiveNot at all effective
15© 2013 eXelate Inc. Confidential and Proprietary.
agencies use 3rd party data in 50%+ of their campaigns
2013
39%
54%
39%
% of digital advertising campaigns use third party data
Advertiser AgencyNetwork/Exchange/DSP
16© 2013 eXelate Inc. Confidential and Proprietary.
advertisers prefer 3rd party online data for DIRECT RESPONSE campaigns
3rd-party online data
3rd-party offline data
1st-party CRM data
1st-party custom data
1st-party social media data
1.95
3.10
2.27
3.24
4.15
ranking for most effective targeting in DIRECT RESPONSE campaigns
1 = best 5= worst
17© 2013 eXelate Inc. Confidential and Proprietary.
advertisers prefer 3rd party online data for BRANDING campaigns as well
3rd-party online data
3rd-party offline data
1st-party CRM data
1st-party custom data
1st-party social media data
1.98
2.82
2.81
3.07
4.12
ranking for most effective targeting in BRANDING campaigns
1 = best 5= worst
18© 2013 eXelate Inc. Confidential and Proprietary.
agencies prefer 3rd party online and 1st party CRM for DIRECT RESPONSE campaigns
3rd-party online data
3rd-party offline data
1st-party CRM data
1st-party custom data
1st-party social media data
2.27
3.26
2.27
2.86
4.07
ranking for most effective targeting in DIRECT RESPONSE campaigns
1 = best 5= worst
19© 2013 eXelate Inc. Confidential and Proprietary.
agencies prefer utilizing 3rd party online data for BRANDING campaigns
3rd-party online data
3rd-party offline data
1st-party CRM data
1st-party custom data
1st-party social media data
1.88
2.92
2.92
3.12
3.86
ranking for most effective targeting in BRANDING campaigns
1 = best 5= worst
20© 2013 eXelate Inc. Confidential and Proprietary.
what % of the ecosystem will increase their audience targeting budget?
across the board increase in budgets
69%
68%
89%
advertisersbudgets will increase by 43%
agenciesbudgets increase by 30%
of networks/ exchanges/DSPsbudgets increase by 40%
21© 2013 eXelate Inc. Confidential and Proprietary.
advertisers employ an equal mix of behavioral and demographic data
Behavioral
Demographic
Geographic
Platform
All of th
e above
0%10%20%30%40%50%60%70%
audience targeting approaches
Advertisers
22© 2013 eXelate Inc. Confidential and Proprietary.
agencies employ all types of targeting approaches
Behavioral
Demographic
Geographic
Platform
All of th
e above
0%10%20%30%40%50%60%70%80%
audience targeting approaches
Agencies
23© 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
29%
57%
14%
Advertisers
YesNoDon't Know 40%
50%
10%
Agencies
YesNoDon't Know
% with campaign ratings solution
24© 2013 eXelate Inc. Confidential and Proprietary.
agencies see more value in campaign ratings solutions than advertisers
30%
40%
30%
Advertisers
YesNoDon't Know
46%
26%
28%
Agencies
YesNoDon't Know
% who plan to implement a campaign ratings solution
25© 2013 eXelate Inc. Confidential and Proprietary.
conclusion
26© 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%
eXelate.com@eXelate
thank you!
Khurrum MalikeXelate Chief Marketing Officer
+1 [email protected]@trihoos
