BlueKai & Radar Research DMP Study
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BlueKai & Radar Research DMP Study

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BlueKai and Radar Research worked together to craft a study on the rise in DMP usage by marketers, and these are the results!

BlueKai and Radar Research worked together to craft a study on the rise in DMP usage by marketers, and these are the results!

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  • 1. Radar ResearchDMP Research Survey OverviewPresented by:Marissa Gluck, Radar Research Sponsored by:
  • 2. About Radar Research • Radar Research is a strategic consultancy focused on emerging media • Clients include IAB, NBC, Google, McGraw Hill, Demand Media and others • Services include market research, product strategy, market opportunity analysis2
  • 3. Survey Methodology • Who did we talk to? – Online survey of 231 respondents – Majority were brand and agency marketers, 7% were publishers – Respondents were director level and above. Mid-level marketers and below were filtered out. – 88% of respondents were either the decision maker or influenced new technology purchases for their company3
  • 4. Key Findings • Today, improving ROI, centralizing data and ad targeting are the top three reasons a marketer uses a DMP • Industry executives (marketers and agencies) want DMPs to go beyond ad targeting. There is greater demand for a horizontally integrated platform that is cross-channel and provides a view into search, social, analytics and mobile • First party data collection and media campaign optimization are viewed as the most valuable DMP features. Among 1st party data assets, email, media campaign and website data are seen as the most critical • Respondents recognize the value proposition of a DMP but may be constrained by budget and resources; though marketing has increased control over technology budget4
  • 5. Radar ResearchHow do marketers use a DMP? Sponsored by:
  • 6. Do you or your client use a DMP in your current marketing efforts? n=1166
  • 7. Improving ROI and centralizing data are the main reasons reported for using a DMP What is your main reason for using a DMP (check top 3 reasons) n=677
  • 8. If not, do you or your client plan to use one in the next 12 months? n=698
  • 9. Budget and resource management are the main reasons cited for not implementing a DMP What is the main reason for NOT implementing a DMP in the next 12 months? N=459
  • 10. Understanding the audience and prospecting are considered the most valuable uses Please rank (with 1=most valuable and 5=least valuable) the value of the following uses of a DMP N=9510
  • 11. How valuable are the following features in a DMP? Cross channel data ac va on 14% 34% 42% 11% Compliance with privacy regula ons 17% 25% 54% 3% Ability to bring in and target against moile data from 13% 42% 29% 16% mul ple OS Media campaign op miza on 11% 29% 56% 5% Data permissioning 20% 41% 21% 18% Built-in data ac va on to mul ple media partners 15% 29% 36% 20% Tag management 17% 36% 28% 19% Data classifica on/org services 10% 41% 37% 13% Access to third-party data 13% 44% 35% 8% First-party data collec on 5% 23% 63% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Low Medium High I am not familiar with this n=8711
  • 12. There is greater demand for horizontal integration Do you think its more important for a DMP to be vertically integrated (i.e. DSP, DMP, and Media Analytics) versus horizontally integrated (i.e. Social, Mobile, Display, and Search)? N=9512
  • 13. Again, horizontal integration is highly prized n=8513
  • 14. Horizontal expansion into search and social is top of mind When considering cross-channel opportunities, which channels are MOST relevant for your company n=8514
  • 15. First party data valued more highly than 3rd party data Which of the following data assets are critical to your marketing efforts? N=9515
  • 16. Radar ResearchMarketing budgets Sponsored by:
  • 17. What percentage of your overall marketing budget is allocated to data-driven initiatives in 2012? N=8317
  • 18. How do you foresee this changing in 2013? N=8318
  • 19. Do you or your client buy 3rd party data for audience targeting? N=8019
  • 20. Has your (or your client’s) budget for 3rd party data increased in the past year? N=8020
  • 21. If so, please estimate how much you or your client spend on a monthly basis? N=6421
  • 22. Marketing plays a huge role in technology purchases Are you involved with evaluating What role do you or your client and purchasing marketing take in the purchasing of new technology? marketing technology? N=8322
  • 23. Review: Key Findings • Today, improving ROI, centralizing data and ad targeting are the top three reasons a marketer uses a DMP • Industry executives (marketers and agencies) want DMPs to go beyond ad targeting. There is greater demand for a horizontally integrated platform that is cross-channel and provides a view into search, social, analytics and mobile • First party data collection and media campaign optimization are viewed as the most valuable DMP features. Among 1st party data assets, email, media campaign and website data are seen as the most critical • Respondents recognize the value proposition of a DMP but may be constrained by budget and resources; though marketing has increased control over technology budget23
  • 24. Radar ResearchQuestions? marissa@radarresearch.comThank you Sponsored by: