Report: Australia's love affair with audience data is heating up

Latest Eyeota report looks at local and global audience data expenditure - the sectors buying it, and the categories and types of audience data sought

Australian marketers are enamoured with audience data and ramped up their expenditure by 48 per cent over the past year, a new report has revealed.

Eyeota’s second Annual Index Report, which focuses on audience data expenditure globally, reported Australian brand spend was up nearly 50 per cent compared to the previous year, with campaigns using audience data increasing by 23 per cent over the same period.

According to the global results, audience data spend for video was one of the high-growth areas, doubling year-on-year thanks to rising spend in the US, UK and Australia. Mobile campaign spend also jumped 2.6 times in 12 months, propelled by retail and ICT companies increasing demand for demographic, location-based and ethnic group data segments.


Across the board, the most popular categories of data were household and parenting, sports and fitness, media and entertainment, finance, travel and leisure and electronics and computers.

The highest spending advertiser by vertical in the Asia-Pacific region was finance brands (up 1.8 times year-on-year), followed by automotive and ICT companies. Globally, the sectors leading expenditure were finance, electronics and computers, and retail. But there were plenty of others ramping up spend, including airlines (up 3x), food and beverage (3.6x) and film and TV channels (3.8x).

The report also found financial services groups doubled their investment into in-market travel and financial services customers over the last year, a wave of spending led by credit card and insurance companies. But it was ICT companies that experienced the strongest growth in the region (2x year-on-year), promoting a variety of mobile apps and telecom services targeted at location-based users and business professionals.

When it comes to audience types, the report found demand for millennials data grew by 100 per cent year-on-year, primarily pursued by travel agents, CPG/FMCG and beauty and personal care product brands. In total, lifestyle, age, gender and income segments represented more than 20 per cent of all audience data impressions in 2016.

In addition, intent data demand lifted 1.5 times year-on-year, while inferred, lookalike segments by 1.7 times over the same timeframe.

“Audience data is driving campaigns to new heights, and brands are finally realizing that it’s the key to successful consumer engagement,” Eyeota CEO, Kevin Tan, said. “The Eyeota annual Index report emphasises the importance of utilising audience data to improve ad and content relevancy.”

The report is based on combined internal data of more than 2400 brands covering 11,000 campaigns in 60 countries. Eyeota claims to have 3.5 billion unique profiles across APAC, EMEA and the Americas.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith

Behavioural science lead and regional consulting partner, Ogilvy

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in