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DBS: State of the Industry with eXelate: Audience Targeting: What’s Working?
Audience targeting is increasingly utilized, with over 80% of advertisers and 90% of agencies employing this strategy. A significant majority prefer third-party online data for targeting, and over 80% of participants find it effective. Additionally, 69% of advertisers and agencies plan to raise their audience targeting budgets by an average of 38%.
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DBS: State of the Industry with eXelate: Audience Targeting: What’s Working?
- 1. April 23, 2013 eXelatestate of the industry audience targeting – what’s working eXelate.com @eXelate
- 2. agenda • executive summary • survey methodology • results • conclusion © 2013 eXelate Inc. Confidential and Proprietary. 2
- 3. executive summary © 2013 eXelate Inc. Confidential and Proprietary. 3
- 4. executive summary • 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 the preferred data source for audience targeting • over 80% of the ecosystem find audience targeting an effective marketing strategy • 3rd party online data is the highest ranked data set for both DIRECT RESPONSE and BRANDING campaigns for both advertisers and agencies • 69%+ of advertisers, agencies, and networks/exchanges/DSPs plan to increase their audience targeting budgets with an average budget increase of 38% © 2013 eXelate Inc. Confidential and Proprietary. 4
- 5. about eXelate smart data. smarter decisions. TM the smart data company that powers smarter marketing decisions © 2013 eXelate Inc. Confidential and Proprietary. 5
- 6. survey methodology © 2013 eXelate Inc. Confidential and Proprietary. 6
- 7. survey • 650+ digital industry respondents methodology • 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 © 2013 eXelate Inc. Confidential and Proprietary. 7
- 8. results © 2013 eXelate Inc. Confidential and Proprietary. 8
- 9. who employs % of ecosystem utilizing audience targeting audience 100% targeting? 95% all players north of 80% utilization and 90% Advertiser growing 85% Agency 80% Network/Exchange/ 75% DSP 70% 2012 2013 © 2013 eXelate Inc. Confidential and Proprietary. 9
- 10. what platform do % using platforms for audience targeting you use for 90% audience 80% targeting? 70% 60% 50% Advertiser the pc remains the preferred 40% platform, but mobile 30% Agency catching up quickly 20% 10% Network/Exchange/ 0% DSP © 2013 eXelate Inc. Confidential and Proprietary. 10
- 11. advertisers prefer preferred data source for audience targeting 3rd party online and 1st party CRM data 70% 60% 50% 40% 30% 20% 10% 0% 3rd party 3rd party 1st party CRM 1st party 1st party social online data offline data data custom data media data Advertisers © 2013 eXelate Inc. Confidential and Proprietary. 11
- 12. agencies prefer 3rd preferred data source for audience targeting party online data 90% with an even 80% demand for the 70% rest except social 60% 50% 40% 30% 20% 10% 0% 3rd party 3rd party 1st party 1st party 1st party online data offline data CRM data custom data social media data Agencies © 2013 eXelate Inc. Confidential and Proprietary. 12
- 13. audience targeting Advertisers effectiveness 2% 8% Very Effective 80%+ of advertisers find audience 6% targeting effective 29% Somewhat Effective Neither effective or ineffective Somewhat ineffective 55% Not at all effective © 2013 eXelate Inc. Confidential and Proprietary. 13
- 14. audience targeting Agencies effectiveness 2% 0% 4% Very Effective 90%+ of agencies find audience targeting effective Somewhat Effective 36% Neither effective or ineffective Somewhat 58% ineffective Not at all effective © 2013 eXelate Inc. Confidential and Proprietary. 14
- 15. agencies use 3rd % of digital advertising campaigns use third party data in 50%+ party data of their campaigns Advertiser Agency Network/Exchange/DSP 54% 39% 39% 2013 © 2013 eXelate Inc. Confidential and Proprietary. 15
- 16. advertisers prefer ranking for most effective targeting in 3rd party online DIRECT RESPONSE campaigns data for DIRECT RESPONSE 1st-party social media data 4.15 campaigns 1st-party custom data 3.24 1st-party CRM data 2.27 3rd-party offline data 3.10 3rd-party online data 1.95 1 = best 5= worst © 2013 eXelate Inc. Confidential and Proprietary. 16
- 17. advertisers prefer ranking for most effective targeting in 3rd party online BRANDING campaigns data for BRANDING campaigns as well 1st-party social media data 4.12 1st-party custom data 3.07 1st-party CRM data 2.81 3rd-party offline data 2.82 3rd-party online data 1.98 1 = best 5= worst © 2013 eXelate Inc. Confidential and Proprietary. 17
- 18. agencies prefer 3rd ranking for most effective targeting in party online and 1st DIRECT RESPONSE campaigns party CRM for DIRECT RESPONSE 1st-party social media data 4.07 campaigns 1st-party custom data 2.86 1st-party CRM data 2.27 3rd-party offline data 3.26 3rd-party online data 2.27 1 = best 5= worst © 2013 eXelate Inc. Confidential and Proprietary. 18
- 19. agencies prefer ranking for most effective targeting in utilizing 3rd party BRANDING campaigns online data for BRANDING 1st-party social media data 3.86 campaigns 1st-party custom data 3.12 1st-party CRM data 2.92 3rd-party offline data 2.92 3rd-party online data 1.88 1 = best 5= worst © 2013 eXelate Inc. Confidential and Proprietary. 19
- 20. what % ofthe ecosystem will increase their audience targeting budget? 69% advertisers budgets will increase by 43% across the board increase in budgets 68% agencies budgets increase by 30% of networks/ 89% exchanges/DSPs budgets increase by 40% © 2013 eXelate Inc. Confidential and Proprietary. 20
- 21. advertisers employ audience targeting approaches an equal mix of 70% behavioral and demographic data 60% 50% 40% 30% 20% 10% Advertisers 0% © 2013 eXelate Inc. Confidential and Proprietary. 21
- 22. agencies employ all audience targeting approaches types of targeting 80% approaches 70% 60% 50% 40% 30% 20% Agencies 10% 0% © 2013 eXelate Inc. Confidential and Proprietary. 22
- 23. most advertisers and agencieshave % with campaign ratings solution not implemented a campaign ratings Advertisers Agencies solution 10% Yes Yes 14% agencies getting near 29% a tipping point for No 40% No campaign ratings 57% Don't 50% Don't Know Know © 2013 eXelate Inc. Confidential and Proprietary. 23
- 24. agencies see more valuein campaign % who plan to implement a campaign ratings solution ratings solutions than advertisers Advertisers Agencies Yes Yes 30% 30% 28% No 46% No Don't 26% Don't 40% Know Know © 2013 eXelate Inc. Confidential and Proprietary. 24
- 25. conclusion © 2013 eXelate Inc. Confidential and Proprietary. 25
- 26. conclusion • 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 the preferred data source for audience targeting • over 80% of the ecosystem find audience targeting an effective marketing strategy • 3rd party online data is the highest ranked data set for both DIRECT RESPONSE and BRANDING campaigns for both advertisers and agencies • 69%+ of advertisers, agencies, and networks/exchanges/DSPs plan to increase their audience targeting budgets with an average budget increase of 38% © 2013 eXelate Inc. Confidential and Proprietary. 26
- 27. thank you! Khurrum Malik eXelate ChiefMarketing Officer eXelate.com +1 703-347-3875 @eXelate km@exelate.com @trihoos
Editor's Notes
- #8 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.
- #17 (where 1 is most important)In 2012 ADVERTISERS said CUSTOM DATA was best to target direct response
- #18 (where 1 is most important)In 2012 ADVERTISERS said CUSTOM DATA was best to target branding campaigns
- #19 (where 1 is most important)In 2012 AGENCIES said CUSTOM DATA was best to target branding campaigns
- #20 (where 1 is most important)In 2012 AGENCIES said CUSTOM DATA was best to target branding campaigns
- #21 Increases b/c of increase in ROI
- #25 Plan to use it for:Behaviorally targeted campaigns – 4% advertisers, 10% agenciesContextual campaigns – 23% advertisers, 3% agenciesBoth types of campaigns – 73% advertisers, 87% agencies