Eyeota Annual Index 2015 - Audience Data Trends in Europe

Table of Contents
2
INTRODUCTION 3
FOREWORD
SEASONAL TRENDS
SEASONAL CALENDAR
SECTION 1
GLOBAL 6
EYEOTA SECTOR SPEND INDEX
EYEOTA PRICE INDEX
EYEOTA SEGMENT CATEGORIES
SECTION 5
SEGMENT GLOSSARY 22
ADVERTISER GLOSSARY 23
GEOGRAPHICAL DEFINITION 26
CONTACT US 27
SECTION 2
EUROPE 12
EYEOTA SECTOR SPEND INDEX
EYEOTA PRICE INDEX
EYEOTA SEGMENT CATEGORIES
UNITED KINGDOM

Introduction – Foreword
3
“We are proud to release the first Eyeota Annual Index, which uncovers global
audience data spend trends for 2015.
This edition is a significant one as we mark one year of launching the Eyeota Index. The
year-on-year comparisons add tremendous value to any advertiser or buyer as these
insights can be leveraged to understand market trends and plan ahead.
Eyeota occupies a strategic position within the digital advertising ecosystem, having
built integral relationships with all major global and regional ad buying platforms,
trading desks, DSPs, DMPs and ad networks.
We sought to make use of the huge volume of transactional data we collect on a
continual basis to identify advertising sectors that are leading the way in audience
data usage and which segments are being used to target customers.
The Eyeota Index contains data tracking thousands of campaigns executed by
hundreds of agencies across 60 countries.
We have developed our own proprietary Indices, The Eyeota Growth and Eyeota Price
Indices. These are beneficial to all parties. For advertisers, it provides a rare window into
how their peers in their category are using data and which audience segments work
well for specific advertiser sectors. Publishers gain further insights about the most
sought-after data segments, and the types of advertisers purchasing them.
Each region has its own unique factors driving audience data spend. I hope that this
report will be a useful guide for advertisers, media buyers and publishers in staying
updated with the latest trends in global audience data spend.
More importantly, the Eyeota Index seeks to help all parties to understand their target
audiences in a new way – as human beings.”
Kevin Tan, CEO, Eyeota
Eyeota launches the
First Annual Index

Seasonal Trends
4
Several
sectors
demonstrate
demarcated
seasonal
tendencies
and
trends
when
buying
audience
data.

The Travel & Leisure sector showed a marked increase in Q1 in Europe when users tend to book their holidays for the
rest of the year. In contrast, APAC’s Travel & Leisure peak was in Q4 during Australia’s peak summer travel period.
Retailers, in particular supermarkets, department stores and online stores, concentrated their audience data expenditure around
the end-of year holiday season with a focus on seasonal segments: gift buyers, grocery shopping mums, holidays cooks/holiday
shopping and grocery shopping.
Also driven by the holiday season, the FMCG sector increased audience data spend at the end of the year, largely on Seasonal
segments such as Christmas holiday gift buyers. The sector showed a secondary peak in Q3 surrounding an increase in marketing
during the back-to-school period as some shoppers began their shopping up to a month before school started, with annual
spending per household around the back-to-school period averaging $434 in the US (Source: Deloitte) and £236 per child in the UK
(Source: Santander).
Digital advertising and audience data, as a by-product, play an ever increasing role in Political Elections. As a result, Q1 2015 saw
significant expenditure for electoral candidate relevant profiles such as university educated audiences, current students and small
business professionals for the government elections in the United Kingdom. A similar and enhanced peak is expected for the
upcoming 2016 elections in the United States.
Sports brands increased audience data expenditure around key sporting events such as the Australian Football League (AFL) in Q3
leading to a relating peak in Betting providers. Advertising was focused on targeting broader reach demographics and users
interested in AFL/football.

2015 Highlights – Global
7
Electronics

&
Computers
Automotive

Finance
Electronics
&
Computers
Phenomenal
adoption
of
audience
data
by

software,
hardware
and
computer
brands
in

particular
concentrated
around
B2B
segments.

These
segments
targeted
information

technology
professionals
as
well
as
users

working
in
IT
roles
within
corporations
and

business
professionals
in
general.
Finance
The
Finance
sector
is
one
of
the
biggest
buyers
of

audience
data
of
all
time
and
across
regions.

Personal
banking,
insurance,
loans
as
well
as

savings
&
investment
organizations
are
targeting

specific,
niche
groups
such
as
real
estate
intent

and
finance
intent
for
investment,
financial

services
and
mortgages.

Automotive
Automotive
sector
year-‐on-‐year
spend
increased

significantly
and
the
sector
has
been
one
of
the
most

consistent
buyers
of
audience
data
globally
and
in

Europe.
The
German
market
Automotive
sector
was

new
to
audience
data
and
showed
increasing
demand

for
audience
data
throughout
2015.
Automotive

brands
expressed
a
preference
for
car
ownership
and

automotive
buying
intent
segments
as
well
as
social

grade.
Car
ownership
segments
like
brand
and
age
of

car,
new
to
Eyeota
in
2015,
drove
the
increase
in

spend
seen
in
the
Automotive
sector
in
Europe.

Top
selling
category
segments
21% of
all
segments
bought
Business
professionals
especially
those
working
in

IT
were
the
most
targeted
B2B
segments
in
2015B2B
50% of
all
segments
bought
Broad
demo
segments
including
parent
and

mothers
plus
niche
Sociodemographic
profilesSociodemographic

2015 Highlights – Global
8
With
the
boom
in
consumption
of
digital
TV

services,
online
newspapers,
magazines
as
well
as

TV
shows,
Multi-‐Media
advertisers
stepped
up

their
usage
of
audience
data
to
target
audiences.

Advertisers
look
for
suitable
demographic
profile

groups,
relevant
interests
and
lifestyles.
Home
&
Garden
brands
realized
how
relevant
online

information
influences
customers'
purchasing
decisions,

from
kitchenware
to
furniture.
Home
appliances

advertisers
started
optimizing
audience
data
in
their

marketing.
Their
targets
ranged
from
broader
home
owner

groups,
to
new
home
buyers,
‘stylist
pursuits’,
interest
in

interior
design
to
niche
purchase
intent
of
homeware and

home
improvement.
#1
#2
Sectors
To watch
Travel
&
Leisure
sector
spend
more
than
quadrupled
YoY

with
peak
spend
by
advertisers
in
Europe
in
Q1
2015
and

Q4
2015
for
APAC
advertisers,
with
a
particular
interest
in

Seasonal
segments.
Advertisers
also
showed
continued

demand
for
travel
intent,
travel
enthusiasts,
frequent

travelers,
family
holiday
travelers
and
weekend
travelers.
Travel
&
Leisure
Multi-‐Media Home
&
Garden
Multinational
FMCG
brands
continue
to
invest
in
audience
data,

preferring
broader
behavioural
and
interest-‐based
segments,

targeting
consumer
groups
such
as
parents,
health
&
fitness

enthusiasts,
food
enthusiasts
and
frequent
shoppers.
Seasonal

peaks
were
seen
in
Q3
focusing
on
back-‐to-‐school
shoppers
and

in
Q4
targeting
holiday
and
festive
season
shoppers.

FMCG

Global – Sector Spend Index
9
Which advertiser sectors spent the most on data globally and which segments did they purchase in 2015?
The length of the bar represents the relative audience data expenditure by advertiser sector compared to the
average spend for 2015. *The average is calculated on the median. The bars are then subdivided into the broad
segment categories purchased for the same year. Corresponding 2014 spend is indicated via a red line.
The Electronics & Computers sector spend more than doubled in 2015. This
sector was primarilydominated by advertisers utilizing B2B data to reach users in
organizations, with significant investment in audience data by software,
hardware and computer brands using B2B segments to reach IT professionals.
Travel & Leisure sector spend more than quadrupled YoY with peak spend by
advertisers in Europe in Q1 2015 and Q4 2015 for APAC advertisers, with a
particular interest in Seasonal segments. Advertisers also sought travel intent,
frequent travelers, family holiday travelers and weekend travelers.

Global – Eyeota Price Index
10
Which sectors placed a premium on targeting data in 2015?
Automotive
Multi-Media
FMCG
The
Eyeota
Price
Index
tracks
the
weighted
average
price

of
data
purchased
by
each
advertiser
sector
for
all
of
2015
Television programs targeted urban city dwellers, early
adopters of technology or those working in high income
professions when launching in new markets.
Continued preference from automotive brands in 2015 for
premium niche segments such as car ownership and
automotive buying intent, as well as social grade.
Supermarkets invested in broader reach segments to reach
their biggest user profiles: parents, health & fitness enthusiasts,
food enthusiasts and frequent shoppers, continuing the trend
from 2014.

Global – Eyeota Segment Categories
11
Which segment categories did the top 10 advertiser sectors purchase in 2015?
B2B: Electronics & Computers advertisers were the biggest users of B2B segments globally, driven by software, hardware and computer brands seeking
IT professionals and users working in specific IT roles within corporations and business professionals generally.
Interest: The FMCG sector was the top consumer of Interest segments such as fashion and beauty enthusiasts, parents and inferred age segments.
Seasonal: FMCG and Retail advertisers sought to reach consumers with products related to the year-end festive season.

2015 Highlights – Europe
13
Electronics
&
Computers
Finance
The
Finance
sector
is
one
of
the
biggest
buyers
of

audience
data
of
all
time
and
across
all
regions.

Personal
banking,
insurance,
loans
as
well
as
savings

&
investments
organizations
are
targeting
specific,

niche
groups
such
as
Real
Estate
Intent,
Finance

Intent
for
investment,
financial
services
and

mortgages.

Automotive
Automotive
sector
year-‐on-‐year
spend
increased

significantly,
and
the
sector
has
been
one
of
the
most

consistent
buyers
of
audience
data
globally
and
in

Europe
-‐as
seen
in
the
Sector
Spend
Index.
The

German
market
automotive
sector
was
new
to

audience
data,
showing
increasing
demand

throughout
2015.
Finance
Electronics

&
Computers
Automotive

154%
Growth
in
audience
data
spend
from
Q4
2014
to
Q4
2015
From
4th
in
2014
to
2nd
in
2015
-‐ growth
has
been

driven
by
a
significant
branding
push
by
computer

companies
creating
separate
organizations
to
cater

solely
to
businesses,
primarily
looking
for
IT

professionals,
users
whose
functional
roles
revolve

around
hardware
and
software
plus
users
demonstrating

technology
intent
within
an
organization.

Top
selling
category
segments
19% of
all
segments
bought
Business
professionals
especially
those
working
in

IT
were
the
most
targeted
B2B
segments
in
2015B2B
50% of
all
segments
bought
Broad
demographic
segments
including
parents

and
mothers
plus
niche
Sociodemographic
profilesSociodemographic

2015 Highlights – Europe
14
FMCG
The
FMCG
sector
saw
strong
growth
overall
in

2015.
Growth
contributors
were
the
more
niche

brands
of
global
FMCG
giants
and
fast-‐moving

beauty
and
personal
care
products
new
to

audience
data.
The
FMCG
sector
prefers
general

Sociodemographic
and
Interest
segments
with

strong
demand
for
Seasonal
segments,
in

particular
in
Q4
(Christmas
holiday
gift
buyers).

Medical
The
Medical
sector
pursued
a
travel
Intent
audience
to

promote
their
healthcare
travel
packages
to
as
well
as
pre-‐
travel
preparation
such
as
vaccination
brands.
They
marketed

intensively
during
peak
travel
periods
of
Q2
and
Q3.
#1
#2
#1
#2
Sectors
To watch
Featuring
in
the
top
5
sectors
in
2015
in
Europe,
the
Travel
&
Leisure
sector
is
increasingly
adopting

audience
data
as
a
key
channel
for
branding
and
consumer
reach.
Travel
sub-‐sectors
such
as
airlines,

hotels,
attractions,
cruises
and
travel
agents
buy
premium
audience
data
to
reach
consumers
in

market
with
travel
intent.
Sociodemographic
profiles
for
HNWI,
lifestyle-‐based
segments
for
frequent

travellers,
families
on
holidays
and
B2B
segments
to
target
business
travellers
are
popular
choices.

Seasonal
demand
governs
spend
by
the
various
sub-‐sectors
with
summer
and
winter
vacations
being

peak
periods.
Niche
sectors
such
as
cruises
and
attractions
continue
to
leverage
audience
targeting.
Travel
& Leisure

Europe – Sector Spend Index
15
Which advertiser sectors spent the most on data and which segments did they purchase in 2015?
Electronics & Computers: IT equipment and software brands utilized B2B
data to reach business professionals.
FMCG: There was high demand for Seasonal segments, in particular in
Q4 2015 to reach Christmas holiday gift buyers. This sector was ranked
3rd in spend for Europe in 2014, but is now overtaken by spend from the
Electronics & Computers sector.
average spend for 2015. *The average is calculated on the median. The bars are then subdivided into the broad
segment categories purchased for the same year. Corresponding 2014 spend is indicated via a red line.

Europe – Eyeota Price Index
16
Automotive
Government Organizations
FMCG
The
Eyeota
Price
Index
tracks
the
weighted
average
price

of
data
purchased
by
each
advertiser
sector
for
all
of
2015
Automotive brands continued to prefer premium car ownership and
automotive buying intent segments as well as social grade.
Car ownership segments like brand and age of car were new to
Eyeota in 2015 which drove audience data expenditure in Europe.
Utilized niche audience data segments such as educated, working
professionals who tend to be more actively involved in decision-
making and are also more affected by social factors.
Preferred highlyscalable behavioral and interest-based segments,
targeting broader consumer groups such as parents, food
enthusiasts and Seasonal segments like Christmas gift buyers.

Europe – Eyeota Segment Categories
17
Top
Segment
Categories
-‐
%
of
all
segments
purchased
in
2015
B2B: The Electronics & Computers sector continues to be the largest investor in B2B segments (62% of all B2B segments bought were by Electronics & Computers advertisers).
Interest: In a trend that continued from 2014, the FMCG sector was the top spender in Interest categories targeting specific consumers such as health & fitness enthusiasts,
food enthusiasts and frequent shoppers.
Seasonal: Retail was the largest consumer of Seasonal segments such as Christmas holiday gift buyers. The second biggest spender was FMCG, driven largely by advertisers
seeking shoppers in the lead-up to the year-end festive season.

United Kingdom – Sector Spend Index
19
Which advertiser sectors spent the most on data and which segments did they purchase in 2015?
average spend for 2015. *The average is calculated on the median. The bars are then subdivided into the
broad segment categories purchased for the same year. Corresponding 2014 spend is indicated via a red line.
Automotive advertisers almost exclusively used Sociodemographic data such
as car ownership to target consumers.
Electronics & Computers advertisers were new to the top three sectors in the UK
in 2015, driven by software and computer companies using audience data to
prospect new potential customers and increase brand awareness for products.
There was a significant increase in audience data consumption for Travel & Leisure
advertisers around the busy travel booking period, as they invested in
Sociodemographic segments to target niche users based on social grade.

United Kingdom – Eyeota Price Index
20
Medical
Automotive
Retail
The
Eyeota
Price
Index
tracks
the
weighted
average
price

of
data
purchased
by
each
advertiser
sector
for
all
of
2015
Optical providers targeted relevant Sociodemographic profiles,
while pharmaceutical companies sought users with intent to
travel and who were stocking up on OTC products. Healthcare
insurance providers targeted small to medium businesses with
a significant increase YoY.
Advertisers invested in premium niche segments to find owners
of specific car brands, or based on the age of their existing
cars.
Supermarkets utilized broad Sociodemographic segments to
target larger groups such as mothers and parents. There was
significant demand for Seasonal segments such as Christmas
gift buyers and grocery shoppers.

United Kingdom – Eyeota Segment Categories
21
SECTION 3
B2B: The Electronics & Computers sector was the largest consumer of B2B segments seeking to reach IT professionals and users with specific job functions within hardware and
software industries.
Interest: This category was bought broadly by a range of advertisers. The FMCG sector was the top consumer of Interest segments with a particular focus on health and
beauty Interest segments.
Seasonal: The FMCG and Retail sectors were nearly on par when investing in Seasonal segments, with the FMCG sector leading the way in using Seasonal segments
to reach shoppers around key calendar events.

Segment Category Glossary
22
A breakdown of what each segment category entails
Data
segments
that
relate
to
the

characteristics
of
a
user
such
as:
• Gender
• Age
• With/
without
children
Data
segments
that
relate
to
the

purchase
of
a
good
or
a
service
by

visiting
comparison
sites,
product

review
sites,
booking
engines
or

ecommerce
sites
Data
segments
that
allow
you
to

target
based
on
a
users
specific

interests
and
hobbies
Data
segments
that
allow
you
to

target
based
on
business
criteria

such
as:
• Industry
• Size
of
company
• Profession
Sociodemographic
Purchase
Intent
Interest
Business
2
Business
(B2B)
Seasonal
segments
to
help
target

campaigns
around
holidays,

special
occasions
and
sporting

events
Seasonal

Advertiser Glossary
23
For the report, advertisers were categorized anonymously into relevant advertiser sectors
The
following
provides
examples
of
the
types
of
advertisers
that
could
be
included
in
each
sector
and
are
not
reflective
of
actual
advertisers
in
our
database.
Automotive Charitable
Organization Education Electronics
&
Computers
Audi
BMW
Fiat
Ford
Honda
Jaguar
Toyota
Lexus
Mercedes-‐Benz
Porsche
Breast
Cancer
Foundation
Doctors
of
the
World
Greenpeace
Habitat
for
Humanity
Make-‐A-‐Wish
Red
Cross
Save
the
Children
UNICEF
World
Vision
WWF
Columbia
University
Georgetown
University
INSEAD
Business
School
Montessori
Education
Center
Singapore
Management
University
Sussex
University
Sydney
University
University
of
Michigan
University
of
Washington
Vancouver
Film
School
Apple
Canon
HP
IBM
Intel
Lenovo
Microsoft
Philips
Samsung
Toshiba
Finance FMCG Gambling
&
Betting
Bank
of
America
Barclays
CapitalOne
Citibank
Commonwealth
Bank
HSBC
JP
Morgan
Paypal
Standard
Chartered
Bank
Visa
Danone
Frito-‐Lay
General
Mills
Kellogg’s
L’Oreal
Mondelez/Kraft
Nespresso
Nestle
P&G
Unilever
Betfair
Casino
Arizona
Coral
Ladbrokes
Paddy
Power
Party
Poker
Sandia
Resort
&
Casino
SportsBet
Unibet
William
Hill
Food
&
Beverage
Applebees
Baskin Robbins
Burger
King
Costa
Coffee
Hard
Rock
Café
Krispy
Kreme
Mcdonald’s
Pizza
Hut
Starbucks
Weatherspoon

Advertiser Glossary
24
For the report, advertisers were categorized anonymously into relevant advertiser sectors
The
following
provides
examples
of
the
types
of
advertisers
that
could
be
included
in
each
sector
and
are
not
reflective
of
actual
advertisers
in
our
database.
Home
&
Garden Internet
Services Medical
American
Legion
Australian
Government
Democratic
National
Committee
European
Commission
Health
Department
Health
Promotion
Board
International
Energy
Agency
Scottish
Government
United
Nations
Workforce
Development
Agency
American
Signature
Inc
Bunnings Warehouse
Dulux
Electrolux
Fisher
&
Paykel
Freedom
Hart
Tools
Home
Depot
SC
Johnson
Whirlpool
Bing
Chrome
Cisco
Google
Maps
Mozilla
Safari
Skype
Wikipedia
Wordpress
Yahoo
Aetna
Group
Aviva
Bayer
British
Medical
Association
BUPA
HCB
Health
Hospitals
Novartis
Pfizer
Sacred
Heart
Hospital
Specsavers
Multi-‐Media Retail Services
&
Utilities Sports
BBC
News
Disney
Financial
Times
Guardian
News
&
Media
Huffington
Post
Netflix
Sky
Sports
Warner
Bros
Washington
Post
YouTube
Amazon
Carrefour
Coles
ebay
H&M
House
of
Fraser
Sainsbury’s
Toys
R
Us
Walmart
Victoria’s
Secret
Cable
Vision
DHL
EDF
O2
Royal
Mail
Scottish
Power
T-‐Mobile
Verizon
Vodafone
Zoopla
Adidas
Foot
Locker
National
Basketball
Association
New
Balance
Nike
Puma
Reebok
Rugby
World
Cup
UEFA
Champions
League
Wimbledon
Championships
Government
Organizations
Travel
Air
Berlin
Club
Med
Emirate
Airlines
Hyatt
Lufthansa
Qantas
Royal
Caribbean
Starwood
TripAdvisor
United
Airlines

Geographical Definition
25
Specific countries across various regions included in this report
Asia
Pacific
Afghanistan
American
Samora
Andorra
Armenia
Australia
Azerbaijan
Bhutan
British
Indian
Ocean
Territory
Brunei
Darussalam
Cambodia
China
Christmas
Island
Fiji
Georgia
Guam
Hong
Kong
India
Indonesia
Japan
Kazakhstan
Korea
Laos
Maldives
Macau
Malaysia
Mongolia
Nepal
New
Zealand
Niue
Norfolk
Island
Northern
Mariana
Islands
Pakistan
Palau
Papua
New
Guinea
Philippines
Pitcairn
Islands
Samoa
Solomon
Islands
South
Korea
Singapore
Sri
Lanka
Taiwan
Tajikistan
Thailand
Timor-‐Leste
Tokelau
Tonga
Turkmenistan
Tuvalu
Uzbekistan
Vanuatu
Vietnam
Europe
Åland Islands
Albania
Algeria
Austria
Belarus
Belgium
Bosnia
and
Herzegovina
Bulgaria
Cyprus
Czech
Republic
Denmark
Finland
France
Germany
Gibraltar
Greece
Greenland
Hungary
Iceland
Italy
Liechtenstein
Lithuania
Luxembourg
Macedonia
Malta
Monaco
Montenegro
Netherlands
Norway
Poland
Portugal
San
Marino
Serbia
Slovakia
Slovenia
Spain
Svalbard
And
Jan
Mayen
Sweden
Switzerland
Turkey
United
Arab
Emirates
United
Kingdom
Ukraine
SEA
Brunei
Darussalam
Cambodia
Indonesia
Lao
People’s
Democratic
Republic
Malaysia
Myanmar
Papua
New
Guinea
Philippines
Singapore
Thailand
Timor-‐Leste
Vietnam

About Eyeota
26
Eyeota
collects
audience

data
from
more
than

30,000 websites
globally,

resulting
in
over
1.8
billion

unique
profiles

Want to learn more?
27
Eyeota
Insights
Case
Studies
Eyeota
Website
For
more
information
on
the
Eyeota
Annual
Index
Report
contact:
Joyce
Lin
PR
&
Communications
Manager
jlin@eyeota.com
Eyeota
Audience
Report

Eyeota Annual Index 2015 - Audience Data Trends in Europe

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