eXelate State of the Industry 2013
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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 State of the Industry 2013
- 1. eXelate.com @eXelate eXelate state of the industry April 22, 2013 audience targeting – what’s working
- 2. 2© 2013 eXelate Inc. Confidential and Proprietary. • executive summary • survey methodology • results • conclusion agenda
- 3. 3© 2013 eXelate Inc. Confidential and Proprietary. executive summary
- 4. 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. 5© 2013 eXelate Inc. Confidential and Proprietary. survey methodology
- 6. 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. 7© 2013 eXelate Inc. Confidential and Proprietary. results
- 8. 8© 2013 eXelate Inc. Confidential and Proprietary. who employs audience targeting? all players north of 80% utilization and growing
- 9. 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. 10© 2013 eXelate Inc. Confidential and Proprietary. advertisers prefer 3rd party online and 1st party CRM data
- 11. 11© 2013 eXelate Inc. Confidential and Proprietary. agencies prefer 3rd party online data with an even demand for the rest except social
- 12. 12© 2013 eXelate Inc. Confidential and Proprietary. audience targeting effectiveness 80%+ of advertisers find audience targeting effective
- 13. 13© 2013 eXelate Inc. Confidential and Proprietary. audience targeting effectiveness 90%+ of agencies find audience targeting effective
- 14. 14© 2013 eXelate Inc. Confidential and Proprietary. agencies use 3rd party data in 50%+ of their campaigns
- 15. 15© 2013 eXelate Inc. Confidential and Proprietary. advertisers prefer 3rd party online data for DIRECT RESPONSE campaigns 1 = best 5= worst
- 16. 16© 2013 eXelate Inc. Confidential and Proprietary. advertisers prefer 3rd party online data for BRANDING campaigns as well 1 = best 5= worst
- 17. 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. 18© 2013 eXelate Inc. Confidential and Proprietary. agencies prefer utilizing 3rd party online data for BRANDING campaigns 1 = best 5= worst
- 19. 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% advertisers budgets will increase by 43% agencies budgets increase by 30% of networks/ exchanges/DSPs budgets increase by 40%
- 20. 20© 2013 eXelate Inc. Confidential and Proprietary. advertisers employ an equal mix of behavioral and demographic data
- 21. 21© 2013 eXelate Inc. Confidential and Proprietary. agencies employ all types of targeting approaches
- 22. 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. 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. 24© 2013 eXelate Inc. Confidential and Proprietary. conclusion
- 25. 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%
Notes de l'éditeur
- A survey of more than 650 digital marketing and media professionals was conducted in March-April 2013 on current attitudes and practices regarding audience targeting, as well as their data strategies and challenges. Participants were contacted via e-mail and asked to take an online survey. Participants were first asked to identify themselves as Brand Marketers, Agencies, or Networks/Exchanges/DSPs. Each participant was then presented with questions about their approach to audience targeting specific to that classification. Results were then summarized and cross-tabbed, in order to identify consistencies or inconsistencies in each constituents’ viewpoints and practices, as well as opportunities to raise the bar for the industry. A synopsis of those results is introduced in this presentation.
- (where 1 is most important) In 2012 ADVERTISERS said CUSTOM DATA was best to target direct response
- (where 1 is most important) In 2012 ADVERTISERS said CUSTOM DATA was best to target branding campaigns
- (where 1 is most important) In 2012 AGENCIES said CUSTOM DATA was best to target branding campaigns
- (where 1 is most important) In 2012 AGENCIES said CUSTOM DATA was best to target branding campaigns
- Increases b/c of increase in ROI
- Plan to use it for: Behaviorally targeted campaigns – 4% advertisers, 10% agencies Contextual campaigns – 23% advertisers, 3% agencies Both types of campaigns – 73% advertisers, 87% agencies