Eyeota Index Q4 2014

Eyeota IndexQuarter 4 - 2014

The human side of data

Table of Contents

EUROPEEYEOTA GROWTH INDEX

EYEOTA PRICE INDEX

SECTOR SPEND INDEX - EUROPE

REGIONAL QUARTERLY GROWTH

SECTOR SPEND INDEX - UK

SECTOR SPEND INDEX - GERMANY

10SECTION 2

5GLOBALEYEOTA GROWTH INDEX

EYEOTA PRICE INDEX

SECTOR SPEND INDEX


SECTION 1

15APACEYEOTA GROWTH INDEX

EYEOTA PRICE INDEX

SECTOR SPEND INDEX - APAC


SECTOR SPEND INDEX - AUSTRALIA

SECTOR SPEND INDEX - SOUTHEAST ASIA

SECTION 31INTRODUCTIONFOREWORD

EXECUTIVE SUMMARY

WHO IS EYEOTA

METHODOLOGY

GLOBAL TREND SUMMARY

20NORTH AMERICAEYEOTA GROWTH INDEX

EYEOTA PRICE INDEX

SECTOR SPEND INDEX

SECTION 4

23BRAND ADVERTISER GLOSSARY

25GEOGRAPHIC DEFINITIONS

26CONTACT US

Introduction - Foreword

1

We occupy a strategic position within the digital advertising

ecosystem, having built integral relationships with all major global and

regional ad buying platforms, DSPs, DMPs and ad networks.

Similarly, we partner with both regional and local publishers and data

providers to ensure we have the most relevant and unique data sets.

Our data delivers deep audience insight for both advertisers and

publishers to help them understand their customers in a new way – as

human beings.

Specifically, the Eyeota Growth and Eyeota Price Indices are beneficial

to all parties. For advertisers, we provide a rare window into how

competitors in their category are using data and which audience

segments work well for specific advertiser sectors. Publishers gain

further insights about the most sought-after data segments, and the

types of advertisers purchasing them.

I hope this report will be a useful guide in staying up-to-date with the

latest trends in global data spend, and will help you understand your

target audiences holistically.”

Kevin Tan, CEO, Eyeota

“As the global leader in local audience data with over one billion

unique profiles, Eyeota is able to provide marketers with data to

reach the right online audiences in real time and cut campaign

waste. Our technology also enables publishers around the world to

monetize their audiences safely and effectively.

Eyeota is proud to present our inaugural audience data Index

Introduction - Executive Summary

2

EUROPE

NORTH AMERICA

APAC

advertisershad the highest data expenditure

Finance andEducation

advertisers’data spend grew the most

Travel & Leisureand Services& Utilities

advertiserswere the top spenders in audience data

Services & Utilitiesand Medical

sectors grew the most in data spend

advertisers were the top spenders in data

Automotive andServices & Utilities

sectors grew the most in data spend

Travel & Leisureand Services

& Utilities

GLOBAL

Home & Gardenand Retail & Travel

showedconsistent growth in Q3 & Q4,

slowing down toward theend of the quarter

Europe

Compared to other regions,

showed the least growth in data spend in Q4.As one of the most mature programmatic markets,reduced but steady growth is expected

North America

growth remained positive

throughout the year

APAC

Who is Eyeota?

3

Eyeota The Global Leader In Local Audience Data

Established in 2010

5 global offices:

1.2 Billion Unique Profiles Globally 5000+ Segments

30,000+ publishers contribute to our Audience Data Marketplace

Premium branded/Offline datasets available

INTEREST INTEND

INTEND

INTEND INTEND

INTEND

INTEND

• Berlin• Düsseldorf• London

• Singapore• Sydney

Introduction - Methodology

4

As a truly global specialist data provider, Eyeota has developed a world leading index to identify specific advertising sectors that are leading the way in audience data usage.

This index charts a substantial amount of internal data. Advertisers were categorized into relevant advertiser sectors, with actual brand names kept anonymous. (Refer to the Advertiser Glossary on page 23-24 for examples.)

This report contains data that was tracked from thousands of campaigns executed by hundreds of agencies across 60 countries.

Specifically, we observed:

1. Advertiser sectors that demonstrated significant growth in data expenditure2. Sectors that placed a premium on targeting data3. Data segments they were most interested in

Global - Global Trend Summary

EUROPENORTH

AMERICA

European advertisers were most interested in

Sociodemographicsegments North American advertisers

were keen on

B2B segments

In both Europe and North America,Services & Utilities advertisers

on dataspent the most

In both Europe and North America, the Electronics& Computers and Travel & Leisure sectors

in data spendgrew significantly

Automotive sector drove audience dataspend worldwide, with advertsiersinvesting primarily in

intent datasegments

GLOBAL & WORLDWIDE

Finance andElectronics & Computers sectors

in globaldata spend, with both sectors

interested in B2B segments

ranked 2nd

This was in line with

for B2B data worldwidegrowing demand

in overalldata spend worldwide

Education advertisers

ranked 6th

Additionally, they were one of thesectors most likely to place a premium

on reaching their target audience

5

Medical and Services & Utilities sectors showed growth in most regions

Global

Global - Eyeota Growth IndexWhich advertiser sectors grew the most in Q4?

6

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-22

driven largely by specificsporting events and sporting brands investing heavily

in ad spend at the end of the year

Sports sector advertisers

grew the most,

in expenditure growth dueto newspapers, magazines and film releases buying

large amounts of audience data

Multimedia sector advertisers

ranked second

for Q4 with consistentgrowth throughout the year

Automotive advertisers were the

biggest spenders

showinga very slight decrease from Q3

FMCG advertisers purchased audience data

consistently in 2014,

due to very strong Q3

Gambling & Betting advertisers

saw negative growth

The Eyeota Growth Index tracks individual advertiser sector growth in audience data expenditure from Q3 to Q4 compared to overall quarter on quarter growth.

100

Global - Eyeota Price IndexWhich sectors placed a premium on targeting data in Q4?

7

172

148

142

140

138

134

121

89

80

76

70

59

59

Automotive

Education

Finance

Sports

Travel & Leisure

Electronics & Computers

Services & Utilities

Retail

Home & Garden

Medical

Multi-Media

Fashion

FMCG

The Eyeota Price Index tracks the weighted average price of data purchased by each advertiser sector.

in audience data, withadvertisers willing to pay a higher price to reach

potential auto buyers

Automotive advertisers

invested heavily

to find relevant private banking clients with a high consumer

lifetime value

Finance advertisers

invested significantly

luxury vehicle advertisers, followedclosely by standard vehicle advertisers

Investment was

driven by

in worldwide data spend butwere likely to invest in their target audience:

potential students

Education advertisers

ranked sixth

100

Global - Sector Spend IndexWhich advertiser sectors spent the most on data globally and which segments are they purchasingin Q4?

8

100- 200 300 400 500 600

Automotive


Finance


FMCG

Education

Travel & Leisure

Retail

Sports

Fashion

Multi-Media

Employment

Medical

Government Organizations

Gambling & Betting

Sociodemographic

Intent

B2B

Interest

Seasonal

Detail Not Available

Automotive advertisers were the most interested in intent segments.

Finance advertisers invested primarily in sociodemographic and B2B segments.

The electronics & computers sector was the third biggest spender, predominantly purchasing

B2B segments.

The length of the bars represents the relative audience data expenditure by advertiser sector compared to the rest. The bars are then subdivided into the data categories purchased.

2014 Regional Quarter On Quarter GrowthWhich region showed the most growth in audience data expenditure in Q4?

Europe

• Europe showed consistent growth in Q3 and Q4, slowing down toward

the end of the quarter.

• This was largely driven by a seasonal decrease in investment from the

region’s top spending sectors (automotive, FMCG, electronics & computers).

APAC

• Growth remained positive in APAC throughout the year.

• There was significant growth during the latest quarter, driven by increased

investment by sporting & sporting events advertisers.

North America

• North America experienced the least growth in data spend in Q4.

• As one of the most mature programmatic markets, reduced but steady

growth was expected.

9

Europe APAC North America

Q1 - Q2Growth

Q2 - Q3Growth

Q3 - Q4Growth

82%

26%

39%

74%

37%

15%

65%

101%

37%

Europe

Europe - Eyeota Growth IndexWhich advertiser sectors grew the most in Q4?

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-68

The Eyeota Growth Index tracks individual advertiser sector growth in audience data expenditure from Q3 to Q4 compared to overall quarter on quarter growth for the region.

Travel & Leisure sector

topped growth, in line with travellers booking

year-end getaways during the vacation season

Services & Utilities sector

ranked second in data spend, predominantly

driven by electric utilities sector

Finance sector

decreased in spend due to disinvestment in audiencedata from the insurance sector

100

Europe - Eyeota Price IndexWhich sectors placed a premium on targeting data in Q4?

11

Employment

Automotive


Travel & Leisure

Finance


Retail

Multi - Media

Fashion

FMCG

Medical

216

190

165

146

131

106

105

59

56

52

51


to reach consumers

Employment advertisers paid a premium

in market to change jobsto reach job seekers

Within the Automotive sector, both luxury andstandard automobile brands placed a premium on

targeting data

Within the Services & Utilities sector,electric utilities advertisers paid a premium

100

Europe - Sector Spend IndexWhich advertiser sectors spent the most on data and which segments are they purchasingin Q4?

12

100- 200 300 400 500 600

Automotive


FMCG


Finance

Travel & Leisure

Retail

Fashion

Medical

Employment

Multi-Media

Sociodemographic

Intent

B2B

Interest

Seasonal


Within the automotive sector, standard automobile brands were the biggest spenders and

most keen on intent segments.

Services & utilities advertisers ranked second, investing primarily in sociodemographic segments.


Advertisers within the automotive and services & utilities sectors purchased the most data.

United Kingdom - Sector Spend IndexWhich advertiser sectors spent the most on data and which segments are they purchasingin Q4?

13

100- 200 300 400 500 600 700 800 900

Automotive


Travel & Leisure


Retail

Fashion

Finance

Employment

Multi-Media

FMCG

Sociodemographic

Intent

B2B

Interest

Seasonal


The automotive sectors’ spending was significant, more than double the amount of the services &

utilities sector. Automotive advertisers were most interested in intent segments.

The consistently high data spend within this sector is reflective of how it remains a key sector for

online ad spend, accounting for 8.4% of the total market in the UK (IAB/PwC ad spend survey H1

2014) as advertisers are able to reach consumers at every touch-point.

The services & utilities sector ranked second, with advertisers predominantly interested in

sociodemographic segments.


Germany - Sector Spend IndexWhich advertiser sectors spent the most on data and which segments are they purchasingin Q4?

14

50- 100 150 200 250 300 350 400 500450


FMCG

Medical

Finance

Retail


Fashion

Automotive

Sociodemographic

Intent

B2B

Interest

Seasonal


The electronics & computers sector ranked the highest in data spend, with advertisers

predominantly interested in B2B segments.

The FMCG sector ranked second, coming in close to the spending of the electronics &

computers sector. Advertisers, however, invested mostly in interest segments.


Asia Pacific

APAC - Eyeota Growth IndexWhich advertiser sectors grew the most in Q4?

15

in data spend, surgingahead beyond other sectors. This was largely

driven by major sporting events such as footballduring the year-end season

Sports sector

grew the most

with software companies thebiggest contributors to data spend

Electronics & Computers sector

ranked second,

a trend unique to this region.The trend potentially reflects seasonal behavior for

advertisers, as they are interested in consumerbehavior for year-end dining promotions.

F&B sector

ranked third,

due to business services and telecomsutilities companies investing less in data spend

Services & Utilities sector

decreased in growth

The Eyeota Growth Index tracks individual advertiser sector growth in audience data expenditure from Q3 to Q4 compared to overall quarter on quarter growth.

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APAC - Eyeota Price IndexWhich sectors placed a premium on targeting data in Q4?

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Education


Sports

Finance

Travel & Leisure

Automotive

Home & Garden

FMCG

Multi-Media



Gambling & Betting

Retail


Within theElectronics & Computers sector,software companies drove the investment in

in market usershigh value,

with universities placing premiumon their niche target audience:Potential students wanting to enroll in tertiary institutions

Education sector

ranked top,

in data during major sporting events suchas tennis or football during the year-end season

Sports advertisers

drove investment

100

APAC - Sector Spend IndexWhich advertiser sectors spent the most on data and which segments are they purchasingin Q4?

17

100- 200 300 400 500 600 700

Finance

Education


Automotive

FMCG

Sports

Travel & Leisure

Multi-Media

Retail

Gambling & Betting


Home & Garden


Sociodemographic

Intent

B2B

Interest

Seasonal


Within the finance sector, the biggest spenders were personal banking organizations.

Universities constituted the largest proportion of spenders within the education sector.

Both sectors’ primary purchase was sociodemographic segments but finance advertisers were

also interested in B2B segments.


Australia

Australia - Sector Spend IndexWhich advertiser sectors spent the most on data and which segments are they purchasingin Q4?

18

100- 200 300 400 500 600 700

Finance

Education

Automotive

Sports

FMCG

Travel & Leisure

Home & Garden

Multi-Media


Gambling & Betting



Retail

Sociodemographic

Intent

B2B

Interest

Seasonal


While both finance and education advertisers invested mainly in sociodemographic segments,

they were also interested in B2B segments.

Automotive advertisers ranked third, purchasing sociodemographic and intent segments.


Southeast Asia

Southeast Asia - Sector Spend IndexWhich advertiser sectors spent the most on data and which segments are they purchasingin Q4?

19

100- 200 300 400 500 600 700 800 900

Sociodemographic

Intent

B2B

Interest

Seasonal



Finance

Multi-Media

Travel & Leisure

Sports

Education Within the top three spending sectors, advertisers invested heavily in B2B segments, followed

by interest segments.

The electronics & computers sector ranked the highest in data spend across the region, with

advertisers predominantly interested in B2B segments - a trend endemic to this sector.

The finance sector ranked second and while they were interested mainly in B2B and interest

segments, we also observed their interest in sociodemographic segments.


North America

North America - Eyeota Growth IndexWhich advertiser sectors grew the most in Q4?

20The Eyeota Growth Index tracks individual advertiser sector growth in audience data expenditure from Q3 to Q4 compared to overall quarter on quarter growth.

We observed within the automotive sector. However, this was

than quarterly average growth

steady growth

significantly lower

The advertisers driving growth within theHome & Garden and Retail sectors werenewcomers to audience data in Q4, explaining the significant uplift

Within the Retail sector, electronic stores and supermarkets were the

in data spend

biggest contributors to growth

The Government Organizationssector was the only one experiencing

during this quarter

negative growth

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North America - Eyeota Price IndexWhich sectors placed a premium on targeting data in Q4?

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Medical

Automotive

Finance


Education

Travel & Leisure


Home & Garden

Retail

FMCG

F&B

Fashion


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on audience data, with latter seekingconsumers searching for healthcare plans

Within the Medical sector,pharmaceutical & insurance companiesplaced the highest premium

Both standard & luxury vehicle advertisersplaced a premium on targeting data to

reach potential buyers

Advertisers within the Finance sectorplaced a premium on targeting data asthey sought

interested in personal banking as wellas savings & investments

high value clients

100

North America - Sector Spend IndexWhich advertiser sectors spent the most on data and which segments are they purchasingin Q4?

22

50,00- 100,00 150,00 200,00 250,00 300,00 350,00


Medical

Home & Garden

Finance


FMCG

Retail

Automotive


F&B

Travel & Leisure

Education

Sociodemographic

Intent

B2B

Interest

Seasonal


B2B segments constituted the majority of data spend for both highest spending advertiser sectors.

Within the services & utilities sector, electric utilities advertisers spent the most on data.

Pharmaceutical advertisers spent the most on data within the medical sector.


Advertiser GlossaryFor the report, advertisers were categorised anonymously into relevant advertiser sectors.

23

Automotive

Audi

BMW

Fiat

Ford

Honda

Jaguar

Toyota

Lexus

Mercedez Benz

Porsche

Charitable Organization

Breast Cancer Foundation

Doctors of the World

Greenpeace

Habitat for Humanity

Make-A-Wish

Red Cross

Save the Children

UNICEF

World Vision

WWF

Education

Columbia University

Georgetown University

Insead Business School

Montessori Education Center

Singapore Management University

Sussex University

Sydney University

University of Michigan

University of Washington

Vancouver Film School


Apple

Canon

HP

IBM

Intel

Lenovo

Microsoft

Philips

Samsung

Toshiba

F&B

Applebees

Coca Cola

Krispy Kreme

Mcdonald’s

Nespresso

Pepsi

Pizza Hut

Red Bull

Starbucks

Tropicana

Fashion

Burberry

Calvin Klein

Fossil

H&M

Hugo Boss

Levi’s

Ralph Lauren

Tommy Hilfiger

Uniqlo

Victoria’s Secret

Finance

Bank of America

Barclays

CapitalOne

Citibank

Commonwealth Bank

HSBC

JP Morgan

Paypal

Standard Chartered Bank

Visa

FMCG

Danone

Frito-Lay

General Mills

Kelloggs

Loreal

Mondelez/Kraft

Nespresso

Nestle

P&G

Unilever

Gambling & Betting

Betfair

Casino Arizona

Coral

Ladbrokes

Paddy Power

Party Poker

Sandia Resort & Casino

SportsBet

Unibet

William Hill

The below provides examples of the type of advertisers that could be included in each sector and are not reflective of actual advertisers in our database.

Advertiser GlossaryFor the report, advertisers were categorised anonymously into relevant advertiser sectors.

24


American Legion

Australian Government

Democratic National Committee

European Commission

Health Department

Health Promotion Board

International Energy Agency

Scottish Government

United Nations

Workforce Development Agency

Home & Garden

American Signature Inc

Bunnings Warehouse

Crate & Barrel

Dulux

Electrolux

Fisher & Paykel

Freedom

Hart Tools

Ikea

SC Johnson

Internet Services

Bing

Chrome

Cisco

Google Maps

Mozilla

Safari

Skype

Wikipedia

Wordpress

Yahoo

Medical

Aetna Group

Aviva

Bayer

British Medical Association

BUPA

HCB Health Hospitals

Novartis

Pfizer

Sacred Heart Hospital

Specsavers

Multi-Media

BBC News

Disney

Financial Times

Guardian News & Media

Huffington Post

Netflix

Sky Sports

Warner Bros

Washington Post

YouTube

Retail

Amazon

Carrefour

Coles

ebay

House of Fraser

Not On The High Street

Sainsbury’s

Toys R Us

Walmart

Whole Foods


Cable Vision

DHL

EDF

O2

Royal Mail

Scottish Power

T-Mobile

Verizon

Vodafone

Zoopla

Sports

Adidas

Foot Locker

National Basketball Association

New Balance

Nike

Puma

Reebok

Rugby World Cup

UEFA Champions League

Wimbledon Championships

Travel

Air Berlin

Club Med

Emirate Airlines

Hyatt

Lufthansa

Qantas

Royal Caribbean

Starwood

TripAdvisor

United Airlines

The below provides examples of the type of advertisers that could be included in each sector and are not reflective of actual advertisers in our database.

Geographical DefinitionSpecific countries across various regions included in this report.

25

Asia Pacific

Afghanistan

American Samora

Andorra

Armenia

Australia

Azerbaijan

Bhutan

British Indian Ocean Territory

Brunei Darussalam

Cambodia

China

Christmas Island

Fiji

Georgia

Guam

Hong Kong

India

Indonesia

Japan

Kazakhstan

Korea

Laos

Maldives

Macau

Malaysia

Mongolia

Nepal

New Zealand

Niue

Norfolk Island

Northern Mariana Islands

Pakistan

Palau

Papua New Guinea

Philippines

Pitcairn_Islands

Samoa

Solomon Islands

South Korea

Singapore

Sri Lanka

Taiwan

Tajikistan

Thailand

Timor-Leste

Tokelau

Tonga

Turkmenistan

Tuvalu

Uzbekistan

Vanuatu

Vietnam

Europe

Åland Islands

Albania

Algeria

Austria

Belarus

Belgium

Bosnia and Herzegovina

Bulgaria

Cyprus

Czech Republic

Denmark

Finland

France

Germany

Gibraltar

Greece

Greenland

Hungary

Iceland

Italy

Liechtenstein

Lithuania

Luxembourg

Macedonia

Malta

Monaco

Montenegro

Netherlands

Norway

Poland

Portugal

San Marino

Serbia

Slovakia

Slovenia

Spain

Svalbard And Jan Mayen

Sweden

Switzerland

Turkey

United Arab Emirates

United Kingdom

Ukraine

Contact Us

26

s6

Düsseldorf

For more information, please visit us at: www.eyeota.com

The human side of data

Singapore – Head Office

12A Upper Circular Road

Singapore 058410

Germany — Berlin Office

Julie-Wolfthorn-Straße 1,

10115 Berlin, Germany

Phone: +49 160 9626 6428

Australia — Sydney Office

Level 5, 46-56 Klippax St Surry Hills,

Sydney, NSW 2010

Phone: +61 2 8005 6009

United Kingdom — London Office

Level 3, 24 Southwark Bridge Road

London Bridge SE1 9HF

Press Contact

Joyce LinPR & Communications ManagerEmail: [email protected]

Eyeota Index Q4 2014

Data & Analytics

Transcript of Eyeota Index Q4 2014