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eXelate State of the Industry 2013
 

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 ...

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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  • 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

eXelate State of the Industry 2013 eXelate State of the Industry 2013 Presentation Transcript

  • eXelate.com@eXelateeXelate state of the industryApril 22, 2013audience targeting – what’s working
  • 2© 2013 eXelate Inc. Confidential and Proprietary.• executive summary• survey methodology• results• conclusionagenda
  • 3© 2013 eXelate Inc. Confidential and Proprietary.executive summary
  • 4© 2013 eXelate Inc. Confidential and Proprietary.executivesummary• 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 thepreferred data source for audience targeting• over 80% of the ecosystem find audience targeting an effectivemarketing strategy• 3rd party online data is the highest ranked data set for both DIRECTRESPONSE and BRANDING campaigns for both advertisers and agencies• 69%+ of advertisers, agencies, and networks/exchanges/DSPs plan toincrease their audience targeting budgets with an average budgetincrease of 38%
  • 5© 2013 eXelate Inc. Confidential and Proprietary.survey methodology
  • 6© 2013 eXelate Inc. Confidential and Proprietary.surveymethodology• 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© 2013 eXelate Inc. Confidential and Proprietary.results
  • 8© 2013 eXelate Inc. Confidential and Proprietary.who employsaudiencetargeting?all players north of80% utilization andgrowing
  • 9© 2013 eXelate Inc. Confidential and Proprietary.what platform doyou use foraudiencetargeting?the pc remains thepreferred platform,but mobile catchingup quickly
  • 10© 2013 eXelate Inc. Confidential and Proprietary.advertisers prefer3rdparty online and1stparty CRM data
  • 11© 2013 eXelate Inc. Confidential and Proprietary.agencies prefer 3rdparty online datawith an evendemand for therest except social
  • 12© 2013 eXelate Inc. Confidential and Proprietary.audience targetingeffectiveness80%+ of advertisersfind audiencetargeting effective
  • 13© 2013 eXelate Inc. Confidential and Proprietary.audience targetingeffectiveness90%+ of agenciesfind audiencetargeting effective
  • 14© 2013 eXelate Inc. Confidential and Proprietary.agencies use 3rdparty data in 50%+of their campaigns
  • 15© 2013 eXelate Inc. Confidential and Proprietary.advertisers prefer3rdparty onlinedata for DIRECTRESPONSEcampaigns1 = best 5= worst
  • 16© 2013 eXelate Inc. Confidential and Proprietary.advertisers prefer3rdparty onlinedata forBRANDINGcampaigns as well1 = best 5= worst
  • 17© 2013 eXelate Inc. Confidential and Proprietary.agencies prefer 3rdparty online and 1stparty CRM forDIRECT RESPONSEcampaigns1 = best 5= worst
  • 18© 2013 eXelate Inc. Confidential and Proprietary.agencies preferutilizing 3rdpartyonline data forBRANDINGcampaigns1 = best 5= worst
  • 19© 2013 eXelate Inc. Confidential and Proprietary.what % of theecosystem willincrease theiraudience targetingbudget?across the boardincrease in budgets69%69%68%89%advertisersbudgets will increase by 43%agenciesbudgets increase by 30%of networks/exchanges/DSPsbudgets increase by 40%
  • 20© 2013 eXelate Inc. Confidential and Proprietary.advertisers employan equal mix ofbehavioral anddemographic data
  • 21© 2013 eXelate Inc. Confidential and Proprietary.agencies employall types oftargetingapproaches
  • 22© 2013 eXelate Inc. Confidential and Proprietary.most advertisersand agencies havenot implemented acampaign ratingssolutionagencies getting neara tipping point forcampaign ratings% with campaign ratings solution
  • 23© 2013 eXelate Inc. Confidential and Proprietary.agencies see morevalue in campaignratings solutionsthan advertisers% who plan to implement a campaign ratings solution
  • 24© 2013 eXelate Inc. Confidential and Proprietary.conclusion
  • 25© 2013 eXelate Inc. Confidential and Proprietary.conclusion • audience targeting continues to grow with 80%+ of advertisers and90%+ of agencies and networks/exchanges/DSPs utilizing thecapability• over 60% of advertisers prefer to utilize 3rd party online data as thepreferred data source for audience targeting• over 80% of the ecosystem find audience targeting an effectivemarketing strategy• 3rd party online data is the highest ranked data set for both DIRECTRESPONSE and BRANDING campaigns for both advertisers andagencies• 69%+ of advertisers, agencies, and networks/exchanges/DSPs plan toincrease their audience targeting budgets with an average budgetincrease of 38%