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eXelate State of the Industry 2014

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This presentation will shares of Digiday's State of the Industry Survey, which draws on the most influential leaders in digital brand advertising to offer their assessment of the role of content in marketing today.

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eXelate State of the Industry 2014

  1. 1. eXelate.com @eXelate eXelate state of the industry April 27, 2014 Damian Garbaccio CRO | eXelate @dgarbaccio
  2. 2. 2© 2014 eXelate Inc. Confidential and Proprietary. • executive summary • survey methodology • results • conclusion agenda
  3. 3. 3© 2014 eXelate Inc. Confidential and Proprietary. executive summary • brands increased the use of audience targeting on all platforms by up to 15% from 2013 • third party online data remains the most preferred data source for audience targeting for advertisers & agencies • first party CRM data is growing in popularity with advertisers & agencies for audience targeting • the majority of advertisers and agencies are using lookalike modeling, with most seeing 2-3X lift • advertisers & agencies currently use a combination of data providers and DSPs to conduct their lookalike modeling
  4. 4. 4© 2014 eXelate Inc. Confidential and Proprietary. smart data. smarter decisions. smart data. smarter decisions.TM
  5. 5. 5© 2014 eXelate Inc. Confidential and Proprietary. survey methodology • 450+ digital industry respondents • Advertiser • Agency • Network/Exchange/DSP • conducted in March 2014 • online survey in conjunction with Digiday
  6. 6. 6© 2014 eXelate Inc. Confidential and Proprietary. results
  7. 7. 7© 2014 eXelate Inc. Confidential and Proprietary. brands are making use of all platforms for audience targeting 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% PC/Mac Smartphone Tablet % using platforms for audience targeting 2013 2014
  8. 8. 8© 2014 eXelate Inc. Confidential and Proprietary. advertisers prefer 3rd party online and 1st party CRM data 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 3rd party online data3rd party offline data1st party CRM data1st party custom data1st party social media d preferred data source for audience targeting 2013
  9. 9. 9© 2014 eXelate Inc. Confidential and Proprietary. agencies prefer 3rd party online data with an even demand for the rest except social 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 3rd party online data 3rd party offline data 1st party CRM data 1st party custom data 1st party social media data preferred data source for audience targeting 2013
  10. 10. 10© 2014 eXelate Inc. Confidential and Proprietary. advertisers surveyed about lookalike modeling
  11. 11. 11© 2014 eXelate Inc. Confidential and Proprietary. advertisers trust a combo of data providers & DSPs to conduct lookalike modeling
  12. 12. 12© 2014 eXelate Inc. Confidential and Proprietary. agencies surveyed about lookalike modeling
  13. 13. 13© 2014 eXelate Inc. Confidential and Proprietary. agencies trust a combo of data providers & DSPs to conduct lookalike modeling
  14. 14. 14© 2014 eXelate Inc. Confidential and Proprietary. why lookalike modeling works A top 5 insurance company was looking for a cost-effective and scalable custom audience to drive more acquisition. eXelate lookalike modeling utilized our integration with Xaxis to receive campaign data files and tailor custom audiences based on the high performing campaign responder seed data. the lookalike model generated custom audiences were able to drive 6.2X more conversion for a 20% lower CPA.
  15. 15. 15© 2014 eXelate Inc. Confidential and Proprietary. conclusion
  16. 16. 16© 2014 eXelate Inc. Confidential and Proprietary. conclusion brands increase use of audience targeting on all platforms 3rd party online data vs. 1st party CRM data majority of advertisers & agencies use lookalike modeling, with the majority seeing 2-3X lift
  17. 17. eXelate.com @eXelate thank you! Damian Garbaccio eXelate Chief Revenue Officer damiang@exelate.com @dgarbaccio

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