- Overall data spend in Europe grew 154 percent from Q4 2014 to Q4 2015.
- Most popular segment categories were Purchase Intent (36%) and B2B (33%)
Berlin, April 6, 2016 – Eyeota has launched its Eyeota Annual Index. Now in its fifth edition, this report is significant as Eyeota marks one year of launching the Eyeota Index. The year-on-year comparisons tracking audience data usage throughout 2015 are reflected in the updated graphs and add tremendous value to any advertiser or media buyer, with insights that can be leveraged to understand digital advertising trends and plan ahead.
The Eyeota Index comprises indexes tracking overall sector spend and average price. It tracks thousands of campaigns executed by hundreds of agencies across 60 countries to identify global trends in audience data usage in 2015.
Overall data expenditure in Germany increased more than three times in 2015 compared to 2014.
The three sectors with the highest data expenditures internationally were Electronics & Computers, Finance and Automotive. Conversely in Germany, the FMCG sector ranked third instead of Automotive.
The biggest spenders in the Electronics & Computers sector were software companies focusing on B2B segments such as professional groups, company sizes and industry. This is a consistently top spending sector of audience data in Germany.
Electronics & Computers invested predominantly in B2B audience data (77% of this sector’s total expenditure internationally), as enterprise software companies and cloud-based companies sought IT and technology professionals, as well as IT and tech companies. Following the sought-after B2B data, Sociodemographic data (50%) and Purchase Intent (15%) ranked second and third internationally.
The Finance sector was driven by personal banks targeting in-market users via real estate intent, relocation and financial intent audience data segments. Finance advertisers also preferred premium and niche segments to reach specific sociodemographic profiles and users with financial intent.
Within the FMCG sector, Q3 and Q4 2015 marked the return of strong investment in audience data. Brands’ investment was conservative in the beginning, and they purchased Interest Segments (Food, Health & Fitness, Entertainment), and Sociodemographic segments to reach relevant users.
The most popular segment categories in Germany were Purchase Intent (36%) and B2B (33%).
Kevin Tan, CEO of Eyeota, says: “The latest Eyeota Index is a significant one as it marks one year since we launched the quarterly report. As a data-driven company, we were able to use our own insights to track which advertisers are spending the most on audience data, and the type of data they are investing in. We hope that these insights will enable advertisers to understand which sectors are leading the way in audience data usage. The rise in demand for audience data worldwide reflects an increasing importance of audience data, which empowers brands to connect with audiences at a human level, and deliver targeted ads more effectively.”