Programmatic advertising is big. And it’s only getting bigger.
But with this growth, however, comes a growing need to boost audience planning and targeting strategies.
This has never been more evident than in Eyeota’s second Annual Index Report, which highlights audience data expenditure across different regions and advertiser sectors in 2016.
According to the Annual Index, audience data demand and usage increased significantly globally, underscoring the commitment brands have to improving their campaign efforts.
While advertisers across all sectors continued to increase their audience data purchases year-over-year (YoY), Finance, Electronics & Computers and Retail were the three sectors that spent the most, respectively. Notably, Internet & Telecom experienced the strongest growth, more than doubling its audience data spend in 2016. Demographic segments had the most demand, with a growing appeal for Inferred, Look-alike segments, with business-to-business (B2B) data demand following closely.
“As brands increase their data-driven marketing strategies, audience data will continue to play a crucial role in their success. The Eyeota Annual Index Report emphasizes the importance of utilizing audience data to improve ad and content relevancy,” said Kevin Tan, CEO of Eyeota. “By highlighting audience data trends across all advertising sectors and regions, the Index provides brands and publishers with the tools they need to refine their targeting strategies.”
For more insight or to access the full report, click here.