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

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in