DBS: State of the Industry with eXelate: Audience Targeting: What’s Working?
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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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DBS: State of the Industry with eXelate: Audience Targeting: What’s Working?
- 1. April 23, 2013 eXelate state of the industry audience targeting – what’s working eXelate.com @eXelate
- 2. agenda • executive summary • survey methodology • results • conclusion © 2013 eXelate Inc. Confidential and Proprietary. 2
- 3. executive summary © 2013 eXelate Inc. Confidential and Proprietary. 3
- 4. 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% © 2013 eXelate Inc. Confidential and Proprietary. 4
- 5. about eXelate smart data. smarter decisions. TM the smart data company that powers smarter marketing decisions © 2013 eXelate Inc. Confidential and Proprietary. 5
- 6. survey methodology © 2013 eXelate Inc. Confidential and Proprietary. 6
- 7. survey • 650+ digital industry respondents methodology • 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 © 2013 eXelate Inc. Confidential and Proprietary. 7
- 8. results © 2013 eXelate Inc. Confidential and Proprietary. 8
- 9. who employs % of ecosystem utilizing audience targeting audience 100% targeting? 95% all players north of 80% utilization and 90% Advertiser growing 85% Agency 80% Network/Exchange/ 75% DSP 70% 2012 2013 © 2013 eXelate Inc. Confidential and Proprietary. 9
- 10. what platform do % using platforms for audience targeting you use for 90% audience 80% targeting? 70% 60% 50% Advertiser the pc remains the preferred 40% platform, but mobile 30% Agency catching up quickly 20% 10% Network/Exchange/ 0% DSP © 2013 eXelate Inc. Confidential and Proprietary. 10
- 11. advertisers prefer preferred data source for audience targeting 3rd party online and 1st party CRM data 70% 60% 50% 40% 30% 20% 10% 0% 3rd party 3rd party 1st party CRM 1st party 1st party social online data offline data data custom data media data Advertisers © 2013 eXelate Inc. Confidential and Proprietary. 11
- 12. agencies prefer 3rd preferred data source for audience targeting party online data 90% with an even 80% demand for the 70% rest except social 60% 50% 40% 30% 20% 10% 0% 3rd party 3rd party 1st party 1st party 1st party online data offline data CRM data custom data social media data Agencies © 2013 eXelate Inc. Confidential and Proprietary. 12
- 13. audience targeting Advertisers effectiveness 2% 8% Very Effective 80%+ of advertisers find audience 6% targeting effective 29% Somewhat Effective Neither effective or ineffective Somewhat ineffective 55% Not at all effective © 2013 eXelate Inc. Confidential and Proprietary. 13
- 14. audience targeting Agencies effectiveness 2% 0% 4% Very Effective 90%+ of agencies find audience targeting effective Somewhat Effective 36% Neither effective or ineffective Somewhat 58% ineffective Not at all effective © 2013 eXelate Inc. Confidential and Proprietary. 14
- 15. agencies use 3rd % of digital advertising campaigns use third party data in 50%+ party data of their campaigns Advertiser Agency Network/Exchange/DSP 54% 39% 39% 2013 © 2013 eXelate Inc. Confidential and Proprietary. 15
- 16. advertisers prefer ranking for most effective targeting in 3rd party online DIRECT RESPONSE campaigns data for DIRECT RESPONSE 1st-party social media data 4.15 campaigns 1st-party custom data 3.24 1st-party CRM data 2.27 3rd-party offline data 3.10 3rd-party online data 1.95 1 = best 5= worst © 2013 eXelate Inc. Confidential and Proprietary. 16
- 17. advertisers prefer ranking for most effective targeting in 3rd party online BRANDING campaigns data for BRANDING campaigns as well 1st-party social media data 4.12 1st-party custom data 3.07 1st-party CRM data 2.81 3rd-party offline data 2.82 3rd-party online data 1.98 1 = best 5= worst © 2013 eXelate Inc. Confidential and Proprietary. 17
- 18. agencies prefer 3rd ranking for most effective targeting in party online and 1st DIRECT RESPONSE campaigns party CRM for DIRECT RESPONSE 1st-party social media data 4.07 campaigns 1st-party custom data 2.86 1st-party CRM data 2.27 3rd-party offline data 3.26 3rd-party online data 2.27 1 = best 5= worst © 2013 eXelate Inc. Confidential and Proprietary. 18
- 19. agencies prefer ranking for most effective targeting in utilizing 3rd party BRANDING campaigns online data for BRANDING 1st-party social media data 3.86 campaigns 1st-party custom data 3.12 1st-party CRM data 2.92 3rd-party offline data 2.92 3rd-party online data 1.88 1 = best 5= worst © 2013 eXelate Inc. Confidential and Proprietary. 19
- 20. what % of the ecosystem will increase their audience targeting budget? 69% advertisers budgets will increase by 43% across the board increase in budgets 68% agencies budgets increase by 30% of networks/ 89% exchanges/DSPs budgets increase by 40% © 2013 eXelate Inc. Confidential and Proprietary. 20
- 21. advertisers employ audience targeting approaches an equal mix of 70% behavioral and demographic data 60% 50% 40% 30% 20% 10% Advertisers 0% © 2013 eXelate Inc. Confidential and Proprietary. 21
- 22. agencies employ all audience targeting approaches types of targeting 80% approaches 70% 60% 50% 40% 30% 20% Agencies 10% 0% © 2013 eXelate Inc. Confidential and Proprietary. 22
- 23. most advertisers and agencies have % with campaign ratings solution not implemented a campaign ratings Advertisers Agencies solution 10% Yes Yes 14% agencies getting near 29% a tipping point for No 40% No campaign ratings 57% Don't 50% Don't Know Know © 2013 eXelate Inc. Confidential and Proprietary. 23
- 24. agencies see more value in campaign % who plan to implement a campaign ratings solution ratings solutions than advertisers Advertisers Agencies Yes Yes 30% 30% 28% No 46% No Don't 26% Don't 40% Know Know © 2013 eXelate Inc. Confidential and Proprietary. 24
- 25. conclusion © 2013 eXelate Inc. Confidential and Proprietary. 25
- 26. 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% © 2013 eXelate Inc. Confidential and Proprietary. 26
- 27. thank you! Khurrum Malik eXelate Chief Marketing Officer eXelate.com +1 703-347-3875 @eXelate km@exelate.com @trihoos
Notas do Editor
- 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% agenciesContextual campaigns – 23% advertisers, 3% agenciesBoth types of campaigns – 73% advertisers, 87% agencies