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

Blog Posts

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Very well written Nikhil! Indeed this is a big ticket investment, but the impact on brand, sales and employee motivation should make it w...

Yugal Sachdeva

Sport and sponsorship: The value of event sponsorship

Read more

As someone with both experience in marketing and working with UiPath both, I can say that I cannot wait to see more marketing processes u...

CiGen RPA

What robotic process automation can do for marketers

Read more

10 Business applications of virtual reality (VR) technologyhttps://www.sendiancreation...virtual reality

sendian creations

The new wave of VR applications

Read more

Latest Podcast

More podcasts

Sign in