What audience segments are advertisers interested to buy?

2017/06/02

“Data is the new oil” has become a common expression for decision-makers and has been mentioned at several occasions. A Google search turns up more than one billion results of data – but what audience segments are advertiser interested to buy in Europe and what brands are investing in audience data? Highlights of recent surveys offers a view of how peers in their category are using data and which audience segments work well for specific advertiser categories. Publishers can also find further insights into the most sought-after data segments and the category of advertisers who are buying them.

Highlights in data market in Europe in 2016

Specific Audience segments

Travel & Leisure: The category peaked during summer holidays. Airlines are the biggest spenders. Spend grew rapidly, especially among the categories of Budget Airlines, Hotels and Online Booking Travel Agencies.

Electronics & computers: Spend almost doubled during end-of-year sales compared to average quarter spending. 69% spend allocated to B2B such as Professional Groups, Firmographic and B2B Software Purchase Intent.

Finance: The consistent top spending category with commercial banks in the lead. Insurance companies grew 2.5x in 2016. The Category segment preferences were: Social grades, Sociodemographic profiles, Young, Well Educated City Dwellers, Millennials, High Net Worth Individuals. Double digit demand growth in 2016 for Purchase intent, targeting in-market Financial and Real Estate Services.

Automotive: Luxury Auto grew 1.8x during year. 47% total spend on owners of specific car brands. Brands mostly targeted existing users, but Luxury brands also targeted competitors’ users in similar Luxury Class.

Retail: Increase in spend across all Retail brands, from Supermarkets, Home&Garden, Food Chains to Apparel, Home & Garden brands tripled their spend in Q4. Supermarkets & Convenience Stores invest 50% of their spend in Households with Kids.

Service & Industries: Doubled during the year. Growing number of Utility Service adopting audience data, specifically targeting Young Aspiring Homemakers and Comfortable Homeowners, Real Estate target audience: Young, Educated Urban Renters as well as High Net Worth Individuals and Wealthy Families.

Growing Markets in Europe in 2016

The value of online advertising in 2016 was reported to be EUR 41,8 bln and the megatrend is that advertiser are focusing display buying to audiences and transparency, rather than content. Data will take an increasing position in the media spend.

Links to read more about selling and buying data:
Monetize your Audience
Quality segments for Advertisers

Sources:
IHS / Adex Benchmark – IAB Europe survey 2016
Eyeota 2016 Annual Index Report

Read also:

Where to pay attention to when you want to increase programmatic sales of advertising?

2019/01/24

Typically, programmatic sales means selling and buying online advertising, often using fully automated systems, thereby deviating from traditional sales processes that involve negotiating between people and handling orders. Programming advertising has been quickly adopted in different markets, making it easier, faster and more flexible to buy media inventory.

Read more

Relevant’s Customer Satisfaction

2019/01/22

At the end of 2018, we carried out our customer satisfaction survey among our Relevant customers. The survey was conducted for the third time. We would like to thank all participants for your feedback. It’s a great help for the development of our services and our future cooperation. Here is the summary of the overall result.

Read more

Where should you pay attention to when buying data?

2019/01/16

Armed with audience data, you can target ad viewers for example at a demographic, psychographic, and behavioral level, resulting in highly targeted ad campaigns that are also more relevant to the target audience. In today’s competitive business environment, marketers must have access to “the right data at the right time” in order to be effective. But the world is full of data so how would marketers know whether the data is of high quality and worth to invest in?

Read more

Where to pay attention to in digital business and marketing in 2019?

2018/12/19

At the turn of the year, there is always a habit to predict what the next year will bring in digital business and marketing, and what topics will become the hottest in 2019. Also at Relevant, we had a look at our own crystal ball and listed, in our opinion, at least the following themes will create discussion in the coming year.

Read more

Dutch publishers Sanoma Media, Telegraaf Media Groep, and de Persgroep will use Cxense DMP for their joint data alliance initiative NLProfiel

2018/12/11

Our longtime partner Cxense has announced that the leading Dutch publishers Sanoma Media, Telegraaf Media Groep, and de Persgroep will use Cxense DMP for their joint data alliance initiative NLProfiel. Together, the publishers reach over 60 percent of the Dutch population and run an average of 3.5 billion page views per month.

Read more