eyeota annual index 2015 - audience data trends in europe

Table of Contents

2

INTRODUCTION 3

FOREWORD

SEASONAL TRENDS

SEASONAL CALENDAR

SECTION 1

GLOBAL 6

EYEOTA SECTOR SPEND INDEX

EYEOTA PRICE INDEX

EYEOTA SEGMENT CATEGORIES

SECTION 5

SEGMENT GLOSSARY 22

ADVERTISER GLOSSARY 23

GEOGRAPHICAL DEFINITION 26

CONTACT US 27

SECTION 2

EUROPE 12

EYEOTA SECTOR SPEND INDEX

EYEOTA PRICE INDEX

EYEOTA SEGMENT CATEGORIES

UNITED KINGDOM

Introduction – Foreword

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“We are proud to release the first Eyeota Annual Index, which uncovers globalaudience data spend trends for 2015.

This edition is a significant one as we mark one year of launching the Eyeota Index. Theyear-on-year comparisons add tremendous value to any advertiser or buyer as theseinsights can be leveraged to understand market trends and plan ahead.

Eyeota occupies a strategic position within the digital advertising ecosystem, havingbuilt integral relationships with all major global and regional ad buying platforms,trading desks, DSPs, DMPs and ad networks.

We sought to make use of the huge volume of transactional data we collect on acontinual basis to identify advertising sectors that are leading the way in audiencedata usage and which segments are being used to target customers.

The Eyeota Index contains data tracking thousands of campaigns executed byhundreds of agencies across 60 countries.

We have developed our own proprietary Indices, The Eyeota Growth and Eyeota PriceIndices. These are beneficial to all parties. For advertisers, it provides a rare window intohow their peers in their category are using data and which audience segments workwell for specific advertiser sectors. Publishers gain further insights about the mostsought-after data segments, and the types of advertisers purchasing them.

Each region has its own unique factors driving audience data spend. I hope that thisreport will be a useful guide for advertisers, media buyers and publishers in stayingupdated with the latest trends in global audience data spend.

More importantly, the Eyeota Index seeks to help all parties to understand their targetaudiences in a new way – as human beings.”

Kevin Tan, CEO, Eyeota

Eyeota launches the First Annual Index

Seasonal Trends

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Several sectors demonstrate demarcated seasonal tendencies and trends when buying audience data.

The Travel & Leisure sector showed a marked increase in Q1 in Europe when users tend to book their holidays for the rest of the year. In contrast, APAC’s Travel & Leisure peak was in Q4 during Australia’s peak summer travel period.

Retailers, in particular supermarkets, department stores and online stores, concentrated their audience data expenditure around the end-of year holiday season with a focus on seasonal segments: gift buyers, grocery shopping mums, holidays cooks/holiday shopping and grocery shopping.

Also driven by the holiday season, the FMCG sector increased audience data spend at the end of the year, largely on Seasonal segments such as Christmas holiday gift buyers. The sector showed a secondary peak in Q3 surrounding an increase in marketingduring the back-to-school period as some shoppers began their shopping up to a month before school started, with annual spending per household around the back-to-school period averaging $434 in the US (Source: Deloitte) and £236 per child in the UK(Source: Santander).

Digital advertising and audience data, as a by-product, play an ever increasing role in Political Elections. As a result, Q1 2015 saw significant expenditure for electoral candidate relevant profiles such as university educated audiences, current students and small business professionals for the government elections in the United Kingdom. A similar and enhanced peak is expected for the upcoming 2016 elections in the United States.

Sports brands increased audience data expenditure around key sporting events such as the Australian Football League (AFL) in Q3 leading to a relating peak in Betting providers. Advertising was focused on targeting broader reach demographics and users interested in AFL/football.

Seasonal Trends

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2015 Highlights – Global

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Electronics & Computers

Automotive

Finance

Electronics & ComputersPhenomenal adoption of audience data by software, hardware and computer brands in particular concentrated around B2B segments. These segments targeted information technology professionals as well as users working in IT roles within corporations and business professionals in general.

FinanceThe Finance sector is one of the biggest buyers of audience data of all time and across regions. Personal banking, insurance, loans as well as savings & investment organizations are targeting specific, niche groups such as real estate intent and finance intent for investment, financial services and mortgages.

AutomotiveAutomotive sector year-‐on-‐year spend increased significantly and the sector has been one of the most consistent buyers of audience data globally and in Europe. The German market Automotive sector was new to audience data and showed increasing demand for audience data throughout 2015. Automotive brands expressed a preference for car ownership and automotive buying intent segments as well as social grade. Car ownership segments like brand and age of car, new to Eyeota in 2015, drove the increase in spend seen in the Automotive sector in Europe.

Top selling category segments

21% of all segments bought

Business professionals especially those working in IT were the most targeted B2B segments in 2015B2B


Broad demo segments including parent and mothers plus niche Sociodemographic profilesSociodemographic

2015 Highlights – Global

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With the boom in consumption of digital TV services, online newspapers, magazines as well as TV shows, Multi-‐Media advertisers stepped up their usage of audience data to target audiences. Advertisers look for suitable demographic profile groups, relevant interests and lifestyles.

Home & Garden brands realized how relevant online information influences customers' purchasing decisions, from kitchenware to furniture. Home appliances advertisers started optimizing audience data in their marketing. Their targets ranged from broader home owner groups, to new home buyers, ‘stylist pursuits’, interest in interior design to niche purchase intent of homeware and home improvement.

#1#2

Sectors To watch

Travel & Leisure sector spend more than quadrupled YoY with peak spend by advertisers in Europe in Q1 2015 and Q4 2015 for APAC advertisers, with a particular interest in Seasonal segments. Advertisers also showed continued demand for travel intent, travel enthusiasts, frequent travelers, family holiday travelers and weekend travelers.

Travel & Leisure

Multi-‐Media Home & Garden

Multinational FMCG brands continue to invest in audience data, preferring broader behavioural and interest-‐based segments, targeting consumer groups such as parents, health & fitness enthusiasts, food enthusiasts and frequent shoppers. Seasonal peaks were seen in Q3 focusing on back-‐to-‐school shoppers and in Q4 targeting holiday and festive season shoppers.

FMCG

Global – Sector Spend Index

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Which advertiser sectors spent the most on data globally and which segments did they purchase in 2015?

The length of the bar represents the relative audience data expenditure by advertiser sector compared to theaverage spend for 2015. *The average is calculated on the median. The bars are then subdivided into the broadsegment categories purchased for the same year. Corresponding 2014 spend is indicated via a red line.

The Electronics & Computers sector spend more than doubled in 2015. This sector was primarily dominated by advertisers utilizing B2B data to reach users in organizations, with significant investment in audience data by software, hardware and computer brands using B2B segments to reach IT professionals.

Travel & Leisure sector spend more than quadrupled YoY with peak spend by advertisers in Europe in Q1 2015 and Q4 2015 for APAC advertisers, with a particular interest in Seasonal segments. Advertisers also sought travel intent, frequent travelers, family holiday travelers and weekend travelers.

Global – Eyeota Price Index

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Which sectors placed a premium on targeting data in 2015?

Automotive

Multi-Media

FMCG

The Eyeota Price Index tracks the weighted average price of data purchased by each advertiser sector for all of 2015

Television programs targeted urban city dwellers, early adopters of technology or those working in high income professions when launching in new markets.

Continued preference from automotive brands in 2015 for premium niche segments such as car ownership and automotive buying intent, as well as social grade.

Supermarkets invested in broader reach segments to reach their biggest user profiles: parents, health & fitness enthusiasts, food enthusiasts and frequent shoppers, continuing the trend from 2014.

Global – Eyeota Segment Categories

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Which segment categories did the top 10 advertiser sectors purchase in 2015?

B2B: Electronics & Computers advertisers were the biggest users of B2B segments globally, driven by software, hardware and computer brands seeking IT professionals and users working in specific IT roles within corporations and business professionals generally.

Interest: The FMCG sector was the top consumer of Interest segments such as fashion and beauty enthusiasts, parents and inferred age segments.

Seasonal: FMCG and Retail advertisers sought to reach consumers with products related to the year-end festive season.

2015 Highlights – Europe

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Electronics & Computers

FinanceThe Finance sector is one of the biggest buyers of audience data of all time and across all regions. Personal banking, insurance, loans as well as savings & investments organizations are targeting specific, niche groups such as Real Estate Intent, Finance Intent for investment, financial services and mortgages.

AutomotiveAutomotive sector year-‐on-‐year spend increased significantly, and the sector has been one of the most consistent buyers of audience data globally and in Europe -‐ as seen in the Sector Spend Index. The German market automotive sector was new to audience data, showing increasing demand throughout 2015.

FinanceElectronics & Computers

Automotive

154% Growth in audience data spend from Q4 2014 to Q4 2015

From 4th in 2014 to 2nd in 2015 -‐ growth has been driven by a significant branding push by computer companies creating separate organizations to cater solely to businesses, primarily looking for IT professionals, users whose functional roles revolve around hardware and software plus users demonstrating technology intent within an organization.

Top selling category segments


Business professionals especially those working in IT were the most targeted B2B segments in 2015B2B


Broad demographic segments including parents and mothers plus niche Sociodemographic profilesSociodemographic

2015 Highlights – Europe

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FMCG

The FMCG sector saw strong growth overall in 2015. Growth contributors were the more niche brands of global FMCG giants and fast-‐moving beauty and personal care products new to audience data. The FMCG sector prefers general Sociodemographic and Interest segments with strong demand for Seasonal segments, in particular in Q4 (Christmas holiday gift buyers).

Medical

The Medical sector pursued a travel Intent audience to promote their healthcare travel packages to as well as pre-‐travel preparation such as vaccination brands. They marketed intensively during peak travel periods of Q2 and Q3.

#1#2

#1#2

Sectors To watch

Featuring in the top 5 sectors in 2015 in Europe, the Travel & Leisure sector is increasingly adopting audience data as a key channel for branding and consumer reach. Travel sub-‐sectors such as airlines, hotels, attractions, cruises and travel agents buy premium audience data to reach consumers in market with travel intent. Sociodemographic profiles for HNWI, lifestyle-‐based segments for frequent travellers, families on holidays and B2B segments to target business travellers are popular choices. Seasonal demand governs spend by the various sub-‐sectors with summer and winter vacations being peak periods. Niche sectors such as cruises and attractions continue to leverage audience targeting.

Travel & Leisure

Europe – Sector Spend Index

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Which advertiser sectors spent the most on data and which segments did they purchase in 2015?

Electronics & Computers: IT equipment and software brands utilized B2B data to reach business professionals.

FMCG: There was high demand for Seasonal segments, in particular in Q4 2015 to reach Christmas holiday gift buyers. This sector was ranked 3rd in spend for Europe in 2014, but is now overtaken by spend from the Electronics & Computers sector.

The length of the bar represents the relative audience data expenditure by advertiser sector compared to theaverage spend for 2015. *The average is calculated on the median. The bars are then subdivided into the broadsegment categories purchased for the same year. Corresponding 2014 spend is indicated via a red line.

Europe – Eyeota Price Index

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Automotive

Government Organizations

FMCG


Automotive brands continued to prefer premium car ownership and automotive buying intent segments as well as social grade. Car ownership segments like brand and age of car were new to Eyeota in 2015 which drove audience data expenditure in Europe.

Utilized niche audience data segments such as educated, working professionals who tend to be more actively involved in decision-making and are also more affected by social factors.

Preferred highly scalable behavioral and interest-based segments, targeting broader consumer groups such as parents, food enthusiasts and Seasonal segments like Christmas gift buyers.

Europe – Eyeota Segment Categories

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Top Segment Categories -‐% of all segments purchased in 2015

B2B: The Electronics & Computers sector continues to be the largest investor in B2B segments (62% of all B2B segments bought were by Electronics & Computers advertisers).

Interest: In a trend that continued from 2014, the FMCG sector was the top spender in Interest categories targeting specific consumers such as health & fitness enthusiasts, food enthusiasts and frequent shoppers.

Seasonal: Retail was the largest consumer of Seasonal segments such as Christmas holiday gift buyers. The second biggest spender was FMCG, driven largely by advertisers seeking shoppers in the lead-up to the year-end festive season.

United Kingdom – Sector Spend Index

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Which advertiser sectors spent the most on data and which segments did they purchase in 2015?

The length of the bar represents the relative audience data expenditure by advertiser sector compared to theaverage spend for 2015. *The average is calculated on the median. The bars are then subdivided into thebroad segment categories purchased for the same year. Corresponding 2014 spend is indicated via a red line.

Automotive advertisers almost exclusively used Sociodemographic data suchas car ownership to target consumers.

Electronics & Computers advertisers were new to the top three sectors in the UK in 2015, driven by software and computer companies using audience data to prospect new potential customers and increase brand awareness for products.

There was a significant increase in audience data consumption for Travel & Leisure advertisers around the busy travel booking period, as they invested in Sociodemographic segments to target niche users based on social grade.

United Kingdom – Eyeota Price Index

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Medical

Automotive

Retail


Optical providers targeted relevant Sociodemographic profiles, while pharmaceutical companies sought users with intent to travel and who were stocking up on OTC products. Healthcare insurance providers targeted small to medium businesses with a significant increase YoY.

Advertisers invested in premium niche segments to find owners of specific car brands, or based on the age of their existing cars.

Supermarkets utilized broad Sociodemographic segments to target larger groups such as mothers and parents. There was significant demand for Seasonal segments such as Christmas gift buyers and grocery shoppers.

United Kingdom – Eyeota Segment Categories

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SECTION 3

B2B: The Electronics & Computers sector was the largest consumer of B2B segments seeking to reach IT professionals and users with specific job functions within hardware and software industries.

Interest: This category was bought broadly by a range of advertisers. The FMCG sector was the top consumer of Interest segments with a particular focus on health and beauty Interest segments.

Seasonal: The FMCG and Retail sectors were nearly on par when investing in Seasonal segments, with the FMCG sector leading the way in using Seasonal segments to reach shoppers around key calendar events.

Segment Category Glossary

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A breakdown of what each segment category entails

Data segments that relate to the characteristics of a user such as:

• Gender• Age• With/ without children

Data segments that relate to the purchase of a good or a service by visiting comparison sites, product review sites, booking engines or ecommerce sites

Data segments that allow you to target based on a users specific interests and hobbies

Data segments that allow you to target based on business criteria such as:

• Industry• Size of company• Profession

Sociodemographic

Purchase Intent

Interest

Business 2 Business (B2B)

Seasonal segments to help target campaigns around holidays, special occasions and sporting events

Seasonal

Advertiser Glossary

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For the report, advertisers were categorized anonymously into relevant advertiser sectors

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

Automotive Charitable Organization Education Electronics & Computers

AudiBMWFiatFordHondaJaguarToyotaLexusMercedes-‐BenzPorsche

Breast Cancer FoundationDoctors of the WorldGreenpeaceHabitat for HumanityMake-‐A-‐WishRed CrossSave the ChildrenUNICEFWorld VisionWWF

Columbia UniversityGeorgetown UniversityINSEAD Business SchoolMontessori Education CenterSingapore Management UniversitySussex UniversitySydney UniversityUniversity of MichiganUniversity of WashingtonVancouver Film School

AppleCanonHPIBMIntelLenovoMicrosoftPhilipsSamsungToshiba

Finance FMCG Gambling & Betting

Bank of AmericaBarclaysCapitalOneCitibankCommonwealth BankHSBCJP MorganPaypalStandard Chartered BankVisa

DanoneFrito-‐LayGeneral MillsKellogg’sL’OrealMondelez/KraftNespressoNestleP&GUnilever

BetfairCasino ArizonaCoralLadbrokesPaddy PowerParty PokerSandia Resort & CasinoSportsBetUnibetWilliam Hill

Food & Beverage

ApplebeesBaskin RobbinsBurger KingCosta CoffeeHard Rock CaféKrispy KremeMcdonald’sPizza HutStarbucksWeatherspoon

Advertiser Glossary

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For the report, advertisers were categorized anonymously into relevant advertiser sectors

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

Home & Garden Internet Services Medical

American LegionAustralian GovernmentDemocratic National CommitteeEuropean CommissionHealth DepartmentHealth Promotion BoardInternational Energy AgencyScottish GovernmentUnited NationsWorkforce Development Agency

American Signature IncBunnings WarehouseDuluxElectroluxFisher & PaykelFreedomHart ToolsHome DepotSC JohnsonWhirlpool

BingChromeCiscoGoogle MapsMozillaSafariSkypeWikipediaWordpressYahoo

Aetna GroupAvivaBayerBritish Medical AssociationBUPAHCB Health HospitalsNovartisPfizerSacred Heart HospitalSpecsavers

Multi-‐Media Retail Services & Utilities Sports

BBC NewsDisneyFinancial TimesGuardian News & MediaHuffington PostNetflixSky SportsWarner BrosWashington PostYouTube

AmazonCarrefourColesebayH&MHouse of FraserSainsbury’sToys R UsWalmartVictoria’s Secret

Cable VisionDHLEDFO2Royal MailScottish PowerT-‐MobileVerizonVodafoneZoopla

AdidasFoot LockerNational Basketball AssociationNew BalanceNikePumaReebokRugby World CupUEFA Champions LeagueWimbledon Championships

Government Organizations

Travel

Air BerlinClub MedEmirate AirlinesHyattLufthansaQantasRoyal CaribbeanStarwoodTripAdvisorUnited Airlines

Geographical Definition

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Specific countries across various regions included in this report

Asia Pacific

AfghanistanAmerican SamoraAndorraArmeniaAustraliaAzerbaijanBhutanBritish Indian Ocean TerritoryBrunei DarussalamCambodiaChinaChristmas IslandFijiGeorgiaGuamHong KongIndiaIndonesiaJapanKazakhstanKoreaLaosMaldives

MacauMalaysiaMongoliaNepalNew ZealandNiueNorfolk IslandNorthern Mariana IslandsPakistanPalauPapua New GuineaPhilippinesPitcairn IslandsSamoaSolomon IslandsSouth KoreaSingaporeSri LankaTaiwanTajikistanThailandTimor-‐LesteTokelau

TongaTurkmenistanTuvaluUzbekistanVanuatuVietnam

Europe

Åland IslandsAlbaniaAlgeriaAustriaBelarusBelgiumBosnia and HerzegovinaBulgariaCyprusCzech RepublicDenmarkFinlandFranceGermanyGibraltarGreeceGreenlandHungaryIcelandItalyLiechtensteinLithuaniaLuxembourg

MacedoniaMaltaMonacoMontenegroNetherlandsNorwayPolandPortugalSan MarinoSerbiaSlovakiaSloveniaSpainSvalbard And Jan MayenSwedenSwitzerlandTurkeyUnited Arab EmiratesUnited KingdomUkraine

SEA

Brunei DarussalamCambodiaIndonesiaLao People’s Democratic RepublicMalaysiaMyanmarPapua New GuineaPhilippinesSingaporeThailandTimor-‐LesteVietnam

About Eyeota

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Eyeota collects audience data from more than 30,000 websites globally, resulting in over 1.8 billion unique profiles

Want to learn more?

27

Eyeota Insights

Case Studies

Eyeota Website

For more information on the Eyeota Annual Index Report contact:

Joyce LinPR & Communications [email protected]

Eyeota Audience Report

eyeota annual index 2015 - audience data trends in europe

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