Radar Research

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Presented by: Marissa Gluck, Radar Research

DMP Research Survey Overview

About Radar Research

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• Radar Research is a strategic consultancy focused on emerging media

• Clients include IAB, NBC, Google, McGraw Hill, Demand Media and others

• Services include market research, product strategy, market opportunity analysis

Survey Methodology

• Who did we talk to?– Online survey of 231

respondents– Majority were brand and

agency marketers, 7% were publishers

– Respondents were director level and above. Mid-level marketers and below were filtered out.

– 88% of respondents were either the decision maker or influenced new technology purchases for their company

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Key Findings

• Today, improving ROI, centralizing data and ad targeting are the top three reasons a marketer uses a DMP

• Industry executives (marketers and agencies) want DMPs to go beyond ad targeting. There is greater demand for a horizontally integrated platform that is cross-channel and provides a view into search, social, analytics and mobile

• First party data collection and media campaign optimization are viewed as the most valuable DMP features. Among 1st party data assets, email, media campaign and website data are seen as the most critical

• Respondents recognize the value proposition of a DMP but may be constrained by budget and resources; though marketing has increased control over technology budget

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How do marketers use a DMP?

Do you or your client use a DMP in your current marketing efforts?

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n=116

Improving ROI and centralizing data are the main reasons reported for using a DMP

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n=67

What is your main reason for using a DMP (check top 3 reasons)

If not, do you or your client plan to use one in the next 12 months?

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n=69

Budget and resource management are the main reasons cited for not implementing a DMP

N=45

What is the main reason for NOT implementing a DMP in the next 12 months?

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Understanding the audience and prospecting are considered the most valuable uses

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N=95

Please rank (with 1=most valuable and 5=least valuable) the value of the following uses of a DMP

How valuable are the following features in a DMP?

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n=87

There is greater demand for horizontal integration

N=95

Do you think it's more important for a DMP to be vertically integrated (i.e. DSP, DMP, and Media Analytics) versus horizontally

integrated (i.e. Social, Mobile, Display, and Search)?

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Again, horizontal integration is highly prized

n=8513

Horizontal expansion into search and social is top of mind

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n=85

When considering cross-channel opportunities, which channels are MOST relevant for your company

First party data valued more highly than 3rd party data

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N=95

Which of the following data assets are critical to your marketing efforts?

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Marketing budgets

What percentage of your overall marketing budget is allocated to data-driven initiatives in 2012?

N=8317

How do you foresee this changing in 2013?

N=8318

Do you or your client buy 3rd party data for audience targeting?

N=8019

Has your (or your client’s) budget for 3rd party data increased in the past year?

N=8020

If so, please estimate how much you or your client spend on a monthly basis?

N=6421

Marketing plays a huge role in technology purchases

N=83

What role do you or your client take in the purchasing of new marketing

technology?

Are you involved with evaluating and purchasing marketing

technology?

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Review: Key Findings

• Today, improving ROI, centralizing data and ad targeting are the top three reasons a marketer uses a DMP

• Industry executives (marketers and agencies) want DMPs to go beyond ad targeting. There is greater demand for a horizontally integrated platform that is cross-channel and provides a view into search, social, analytics and mobile

• First party data collection and media campaign optimization are viewed as the most valuable DMP features. Among 1st party data assets, email, media campaign and website data are seen as the most critical

• Respondents recognize the value proposition of a DMP but may be constrained by budget and resources; though marketing has increased control over technology budget

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Radar Research

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Questions? marissa@radarresearch.comThank you