eXelate State of the Industry 2014

Editor's Notes

1. Brands increased the use of audience targeting on all platforms by up to 15% from 2013 – this includes PCs, tablets, and phones Third party online data still leads the pack in terms of mots preferred data source, but first party CRM data is growing in popularity as folks recognize the power of their seed data Advertisers and agencies are all on board with lookalike modeling, realizing its full potential and with almost half seeing 2-3X lift Currently, a combination of DSPs and data providers are used to conduct lookalike modeling
2. Why we exist – the smart data company that powers smarter digital marketing decisions worldwide. Why we exist – to make digital media more relevant for consumers and more effective for marketers.
3. In conjunction with Digiday, a survey of more than 450 digital marketing and media professionals was conducted in March 2014 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.
4. Targeting of all platforms increased by an average of about 15%. Key changes from 2013: Targeting on ALL platforms increased Brands increased targeting on smartphones by over 10%, and increased targeting on tablet by 15%
5. Taking a look at the advertisers surveyed, 3rd party online data is still the #1 preferred data source for audience targeting, 1st party CRM data is quickly gaining popularity as marketers realize the potential value in their seed data.
6. Agencies surveyed also prefer 3rd party online data as their go-to source for audience targeting, but for them, acquiring and leveraging their clients’ 1st party CRM data has risen in preference by more than 10% in the last year, revealing a much closer collaboration among these key marketers as they seek out new audiences for their products and services. 3rd party online data is STILL the #1 preferred data source for audience targeting for AGENCIES 1st party CRM data has become more popular, rising almost 10% in preference for audience targeting for AGENCIES
7. A large portion of our survey focused on lookalike modeling, which has proven to increase audience targeting capabilities by creating custom-built audiences that brands can reach with high accuracy. 64% of advertisers surveyed use “lookalike” modeling to identify prospective customers. Yet a significant number of digital advertisers who DO implement audience targeting admitted that they don’t know what lookalike modeling is, making this an important educational imperative for those who successfully leverage this tactic. Of those advertisers that use lookalike modeling, the majority see a 2-3X lift in performance.
8. In order to conduct lookalike modeling, advertisers are using a combination of DSPs and data providers. With the new proliferation of DMPs, we predict that next year could see folks using a combination of DMPs and data providers to conduct their lookalike modeling.
9. For the agencies surveyed, almost ¾ (73%) of agencies use “lookalike” modeling to identify prospective customers. Yet a significant number of agencies who DO implement audience targeting admitted that they don’t know what lookalike modeling is, making this an important educational imperative for those who successfully leverage this tactic. Of those advertisers that use lookalike modeling, the majority see 2-3X lift in performance. We can see from these results that both advertisers and agencies are seeing the value in lookalike modeling, which is quickly becoming a common practice in digital advertising due to its positive results and proven increase in campaign performance.
10. Agencies are using a combination of DSPs and data providers currently for their lookalike modeling. With the new proliferation of DMPs, we predict that next year could see folks using a combination of DMPs and data providers to conduct their lookalike modeling.
11. Lookalike modeling works because it focuses on customization and real results for brands. Marketers have problems effectively utilizing their first party data seed to power new growth – this is where lookalike modeling comes in. Lookalike modeling helps maximize branding and direct response campaign outcomes by up to 6X. Tailored audiences sourced from the best combination of first and third party data, combined with seamless connections to hundreds of media platforms help make lookalike modeling most effective for marketers and agencies. Lookalike models should be highly adaptive and constantly evolving based off campaign signals so that the right audiences are always being targeted.
12. Brands increased the use of audience targeting on all platforms by up to 15% from 2013 – this includes PCs, tablets, and phones Third party online data still leads the pack in terms of mots preferred data source, but first party CRM data is growing in popularity as folks recognize the power of their seed data Advertisers and agencies are all on board with lookalike modeling, realizing its full potential and with almost half seeing 2-3X lift Currently, a combination of DSPs and data providers are used to conduct lookalike modeling