Paul Calderbank from AddThis' presentation from the Digiday Retail Summit in Laguna Beach, CA - January 26, 2016.

1. State of the Industry
Modern Audience Building

2. 3 Key Takeaways
We surveyed nearly 200 brands, agencies and publishers and found
that in order to evolve programmatic audience buying, marketers
need:
● More robust data options beyond demographics for
audience building
● To improve efficiency by scaling up custom audiences
● More transparency and control when building and scaling
audiences

3. 60%Marketers regularly
buy targeted audience
programmatically

4. The Challenge

5. The Challenges in Building Audiences

6. 72%Say buying standard segments
leads to significantly more ad
waste than buying custom

7. Standard / Pre-Set Audiences
60%Satisfied with
performance

8. Custom Audiences
34%Very satisfied with
performance

9. Standard Custom
Awareness 52% 13%
Consideration 32% 39%
Conversion 12% 56%
Loyalty 15% 43%
When do you use the audiences?

10. 80/20Standard/Custom

11. 96%Want more transparency when building and scaling
audiences, while 97% want more control.

12. Conclusion
Marketers are seeking more efficiency from data.
Audience targeting can be improved by:
● Using behaviors over demographics
● Scaling Up High-Quality Custom Audiences
● Transparency and Control

13. Q & A

14. Thank You
Paul Calderbank
Brand Strategy Director
calderbank@addthis.com
www.AddThis.com