2. Global Digital Audience Report 2
Today’s savvy marketers are looking to advertising technology to meet the challenges
of a fragmented media landscape. How can they reach consumers across channels
and devices? Enterprise software companies such as Turn are helping to simplify the
marketer’s workflow, making it easier to engage people as they interact with brands—
through online display, mobile, social, and video advertising.
As brands and agencies work with technology providers to drive cross-channel marketing
initiatives, global digital advertising spend continues to grow, and is projected to reach
$113 billion this year. And much of that spend will go to automated and data-driven
advertising, delivering maximum scale and ROI to marketers. A recent IDC report estimates
that by 2016, worldwide real-time-bidding (RTB) spend will increase to $13.9 billion and
the “big data” market will grow to $23.8 billion.
The Turn cloud marketing platform has the scale and deep data insights to fulfill the
demands of this skyrocketing market. Every day, the Turn platform makes 50+ billion
advertising decisions, analyzes over 1.5 trillion anonymous customer attributes,
and provides instant access to billions of digital ad impressions—resulting in an
unprecedented ability to provide game-changing insights.
This report highlights some insights we’ve gained from the most recent quarter, January
to March 2013—insights that we believe are driving smarter marketing decisions for
brands around the world. Our biggest discovery? We’re calling it the Digital Elite—the
world’s most valuable audience—a population segment that today’s marketers seek for
their online habits and spending power.
Key insights covered in this report include:
• The Digital Elite see 24 times more ads than the average consumer, putting them in
such demand that marketers are willing to pay an eCPM* that’s 85 percent higher than
average in order to reach them.
• Mobile ad impressions remain inexpensive due to concerns about a reliable ecosystem
and standards for anonymous data tracking.
•Social advertising is cost-effective and immensely popular, with Turn delivering billions
of impressions per month.
• Display advertising and online video advertising continue to dominate, with advertisers
paying a premium to reach consumers through familiar, big-canvas formats.
“ We’ve analyzed deep insights to identify the global elite of the
digital population—those most desired by marketers for their
spending power and habits and the fact that they interact with
digital advertising more than any other group.”
The Turn Digital Audience Report | January to March 20133
Meet the World’s Most Valuable Digital Audience
3. Global Digital Audience Report 3
An audience powerhouse, the U.S. is home to 85 percent of the
Digital Elite. Another 10 percent live in the EU, a region that’s
growing rapidly. We also expect to see Asia-Pacific and South
American markets gain, as global brands look to RTB- and
data-driven marketing in new regions.
The Digital Elite are typically aged 21–34, live in cities, and love
foreign travel. Earning more than $76,000 a year, they’re fond
of gadgets and upscale brands such as Banana Republic and
Sephora. They have diverse media tastes, enjoying public radio,
Family Guy, Elle, and GQ. You’ll find them at concerts and bars.
The Digital Elite command an average eCPM* of $1.15, reflecting
an 85 percent premium over the $0.62 paid for other audiences.
The Global Digital Elite
The World’s Most Valuable Audience
Lifestyle Location Engagement
US = 85%of the
Digital Elite
Advertisers engage them more frequently
through online video and Facebook.
TOP
2% See24x as many ads as the
average consumer.
Top brands spend more on them
than on everyone else.
Video
21%
premium
Mobile
56%
premium
Social
100%
premium
Display
106%
premium
85%higher eCPM
Most V
aluableAudience
Young white-collar professionals
$
4. Global Digital Audience Report 4
Most Val
uableAudience
Least V
aluableAudience
COUPON
Young white-collar professionals
Live in
big cities
Gadget
hounds
Income
over $76K
Interested
in fashion
Interested in
foreign travel
Go to concerts
and hang out at
bars and clubs
Love to
shop
Look for
bargains
Enjoy public radio
but also Family
Guy, Elle, and GQ
More likely to be age 65+ or the
mother of a young child
Live outside
of big cities
Older than 65
and retired
Income less
than $51K
Price-
conscious
Sports
fans
Focused on
saving
$ $
COUPON
65+
Who Are They?
Most and Least Valuable Audiences
Who do digital advertisers target the least? It’s a varied group that includes
a disproportionate number of people who are retired or who are mothers
of young children. Typically, they make less than $51,000 a year, are price-
sensitive, save their money, and are more likely to be avid sports fans.
Who are the Digital Elite? They are typically aged 21–34, live in cities,
and love foreign travel. Earning more than $76,000 a year, they’re fond of
gadgets and upscale brands such as Banana Republic and Sephora. They
have diverse media tastes, enjoying public radio but also Family Guy, Elle,
and GQ. You’ll find them at concerts, bars, and clubs.
5. Global Digital Audience Report 5
What Ads Do They See?
Reaching Relevant Audiences Across Online Channels
Ad Format Trends
• Facebook and Facebook Exchange represent the vast majority
of social advertising.
• Display trends and mobile banner size reflect the growing
popularity of the standard unit sizes.
• In-stream 15- and 30-second formats are overwhelmingly
popular for marketers looking to reach digital audiences.
• 15-second pre-roll has long dominated the video category due
to its ease of implementation.
Insights into Reach by Channel
The Turn platform provides a wealth of data that can inform
smarter marketing strategies. A few examples:
• People who interact with display ads for a tax preparation service
are more likely to have a PhD or a master’s degree, while those
who interact with that service’s ads on Facebook are less likely to
have an advanced degree.
• Consumers who make less than $40,000 are more likely to
interact with a consumer electronics brand’s display ads, while
those who make more than $100,000 are more likely to interact
with the brand’s ads on Facebook.
• Consumers who interact with display ads for a mobile phone
brand are more likely to work in education or training, the military,
or government. Consumers who interact with the same brand’s
Facebook campaign are more likely to be employed in research,
science, biotech, legal services, or arts and entertainment.
Display
Mobile
Video
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
PercentofTotalImpressions
Ad format
120x600 160x600 180x150 234x60 300x250 300x600 335x280 468x60 728x90 750x200
39.8%39.8%
17.6%39.8%
38.9%39.8%
1.1%39.8% 0.02%39.8% 0%39.8%0.06%39.8%0%39.8% 1.6%39.8%0.7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
PercentofTotalImpressions
Ad format
168x28 300x50 300x250 468x60320x50 728x90
6% 4%
88.5%
.5%.5% .5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
PercentofTotalImpressions
Ad format
30-second mid-roll 30-second pre-roll companion30-second pre-roll15-second pre-roll
6%
45%
15-second pre-roll companion
9%
39%
1%
6. Global Digital Audience Report 6
What Does It Cost to Reach Them?
Global eCPM*
Averages Across Display, Mobile, Social, and Video
$0
$1
$2
$3
$4
$5
$6
$7
$8
$9
$10
eCPM
January 2013 February 2013 March 2013eCPM by Month—US, EU, and APAC
Display Mobile VideoSocial
Insights
Advertisers are paying a premium
for video and other rich media
formats because they are more
engaging. Global average video
eCPM grew from $9.41 in January
to $9.99 in March—an increase
of 6.16 percent.
Display advertising is the work-
horse of online advertising. Display
eCPM rose from $0.92 to $1.06 in Q1
2013—an increase of 15.2 percent.
Mobile ads are still inexpensive
because an ecosystem for anony-
mous tracking isn’t in place. More
inventory has moved into mobile,
keeping prices down. Mobile eCPM
dropped from $1.31 in January
to $0.72 in March—a decrease of
45 percent.
There is a wealth of new social
inventory, and social advertising
remains low-cost and efficient for
brands. Social (Facebook/FBX)
eCPM dropped 20 percent, from a
global average of $0.30 in January
to $0.24 in March.
6.16%
15.2%
45%
20%
15.2%
7. Global Digital Audience Report 7
$0.10
$0.30
$0.50
$0.70
$0.90
$1.10
$1.30
$1.50
$1.70
$1.90
$2.10
$2.30
$2.50
$2.70
$2.90
PercentofTotalImpressions
10%
15%
5%
0%
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
$1.00
$1.10
$1.20
$1.30
$1.40
$1.50
$1.60
$1.70
$1.80
$1.90
$2.00
PercentofTotalImpressions
20%
30%
10%
0%
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
$1.00
$1.10
$1.20
$1.30
$1.40
$1.50
$1.60
PercentofTotalImpressions
10%
15%
5%
0%
Price Bucket (bin)
Price Bucket (bin) Price Bucket (bin)
$0.50
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
$4.50
$5.00
$5.50
$6.00
$6.50
$7.00
$7.50
$8.00
$8.50
$9.00
$9.50
$10.00
$10.50
$11.00
$11.50
$12.00
$12.50
$13.00
$13.50
$14.00
$14.50
$15.00
PercentofTotalImpressions 10%
15%
5%
0%
Price Bucket (bin)
What Does It Cost to Reach Them?
GlobaleCPM*
TrendsforDisplay,Mobile,Social,andVideoChannels
Video: 71.16 percent of impressions are in the $8–$12 range.Social: 61.33 percent of impressions are in the $0.10–$0.50 range.
Display: 53.21 percent of impressions are in the $0.10–$0.80 range. Mobile: 52.03 percent of impressions are in the $0.10–$1.00 range.
