Post on 15-May-2015
10/23/2012 1 ©2011 eXelate Inc. Confidential and Proprietary
trusted data custom audiences
HIGH performance marketing
David Fischer SVP Sales, eXelate davidf@exelate.com
10/23/2012 2 ©2011 eXelate Inc. Confidential and Proprietary
marketers will leverage 3 types of data in 2013 to achieve HIGH performance marketing
third party custom validated
875+ survey responses
10/23/2012 3 ©2011 eXelate Inc. Confidential and Proprietary
54% 31%
15%
agencies
marketers
networks/ exchanges/ DSPs
who employs audience targeting
10/23/2012 4 ©2011 eXelate Inc. Confidential and Proprietary
89% of agencies
88% of networks/
exchanges/ DSPs
80% of marketers
% of digital campaigns that employ audience targeting
10/23/2012 5 ©2011 eXelate Inc. Confidential and Proprietary
60% of agency
campaigns
67% of network/
exchange/ DSP
campaigns
57% of marketer
campaigns
trusted data custom audiences
HIGH performance marketing
to retain clients and win new business in 2013, agencies will need:
10/23/2012 6 ©2011 eXelate Inc. Confidential and Proprietary
third party data
data anonymously aggregated from multiple publishers and segmented into targetable audience clusters
10/23/2012 7 ©2011 eXelate Inc. Confidential and Proprietary
% of digital campaigns that leverage third party data
10/23/2012 8 ©2011 eXelate Inc. Confidential and Proprietary
52% of agency
campaigns
44% of network/ exchange/
DSP campaigns
43% of marketer
campaigns
most important data-driven KPI
10/23/2012 9 ©2011 eXelate Inc. Confidential and Proprietary
Agencies said online sales
Networks/ exchanges/ DSP’s
said lift in brand awareness
Marketers said click through to a site or
landing page
budget for data will increase in 2013
10/23/2012 10 ©2011 eXelate Inc. Confidential and Proprietary
68% of agencies
84% of network/
exchange/ DSP’s
62% of marketers
by how much their budget for data will increase in 2013
10/23/2012 11 ©2011 eXelate Inc. Confidential and Proprietary
26% increase for agencies
44% increase for network/
exchange/ DSP’s
27% increase for marketers
why budget for data will increase in 2013
10/23/2012 12 ©2011 eXelate Inc. Confidential and Proprietary
68% agencies said that data is efficient
and helps allocate ad spend smarter
78% network/exchange/DSP’s
said that data is strategic and helps
them discern useful insights
70% marketers said that data is tactical
and helps identify more people like
their best customers
custom data
data created based on first party data or past performance data and modeled to create scale
10/23/2012 13 ©2011 eXelate Inc. Confidential and Proprietary
type of data used to best target digital advertising
10/23/2012 14 ©2011 eXelate Inc. Confidential and Proprietary
81% agencies said trusted offline data
(Nielsen, Mastercard, etc)
76% network/ exchange/ DSP’s said
custom data
71% marketers said
custom data
top rated data for branding campaigns
10/23/2012 15 ©2011 eXelate Inc. Confidential and Proprietary
Agencies Network/ Exchange/DSP’s
Marketers 37%
32%
20%
cust
om
tru
ste
d o
fflin
e
thir
d p
arty
cust
om
tru
ste
d o
fflin
e
thir
d p
arty
48% 25%
16%
cust
om
tru
ste
d o
fflin
e
thir
d p
arty
36% 32%
20%
top rated data for direct response campaigns
10/23/2012 16 ©2011 eXelate Inc. Confidential and Proprietary
Agencies Network/ Exchange/DSP’s
Marketers cu
sto
m
tru
ste
d o
fflin
e
CR
M
cust
om
tru
ste
d o
fflin
e
thir
d p
arty
58% 15%
11%
cust
om
tru
ste
d o
fflin
e
CR
M
46% 25%
12%
43% 19%
16%
*custom data is preferred for direct response campaigns
validated data
data vetted by industry organizations to eliminate inefficiencies in demographic data and optimize audience clusters
10/23/2012 17 ©2011 eXelate Inc. Confidential and Proprietary
already implemented a campaign ratings solution
10/23/2012 18 ©2011 eXelate Inc. Confidential and Proprietary
Agencies
yes
no
29%
51%
yes
no
35% 50%
Marketers
plan to implement a campaign ratings solution in 2013
10/23/2012 19 ©2011 eXelate Inc. Confidential and Proprietary
Agencies Marketers ye
s
no
un
sure
yes
no
un
sure
26% 33%
40% 42%
20%
37%
will use a campaign ratings solution in 2013 for contextual and behaviorally targeted campaigns
10/23/2012 20 ©2011 eXelate Inc. Confidential and Proprietary
91% of agencies
57% of marketers
10/23/2012 21 ©2011 eXelate Inc. Confidential and Proprietary
marketers will leverage 3 types of data in 2013 to achieve HIGH performance marketing
third party custom validated
10/23/2012 22 ©2011 eXelate Inc. Confidential and Proprietary
the infrastructure and the big data that power smarter digital marketing decisions
Unique, proprietary data
Enhanced by superior modeling & analytics
Delivered effectively and efficiently
we make BIG data actionable
10/23/2012 23 ©2011 eXelate Inc. Confidential and Proprietary
trusted data custom audiences
HIGH performance marketing
to retain clients and win new business in 2013, agencies will need:
10/23/2012 24 ©2011 eXelate Inc. Confidential and Proprietary
thank you
10/23/2012 25 ©2011 eXelate Inc. Confidential and Proprietary
David Fischer SVP Sales
davidf@exelate.com www.exelate.com