Commentary

Audience Data Expenditure Dips In Q1 Following Holiday Surge

Marketers spent less on audience data used for targeting in digital ad campaigns during Q1 2015, according to a new report from data management platform (DMP) Eyeota.

The company, which also supplies third-party audience targeting data to marketers, has released its quarterly update on audience data expenditure across the globe. The reports takes a look at how much money marketers are spending on audience data, the lifeblood of programmatic media trading.

“While there are different types of audience data, the Eyeota Index reflects [third-party] audience data that is used for targeting of digital advertising campaigns worldwide,” an Eyeota representative explained to Real-Time Daily.

The dip from Q4 2014 to Q1 2015 was anticipated. “The seasonal dip was expected because of the usual decrease in Q1 ad spend in line with decreased consumer spending after the Q4 holiday period,” an Eyeota rep commented.

Eyeota didn’t note how much of a dip there was, however, and an inquiry from Real-Time Daily was not immediately answered. For reference, between Q3 2014 and Q4 2014, marketers spend 37% more on audience data, per Eyeota’s last quarterly report.

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In Q1 2015, only three advertising sectors in North America invested more in audience data compared to Q4 2014: Travel and Leisure, Multi-Media, and Electronics and Computers. Other sectors tracked by Eyeota -- including Retail, Automotive, Finance and more -- all decreased expenditure during the first quarter.

“Travel and Leisure growth was driven by an increase in spend from automotive rental companies targeting business professionals and new interest in audience data from tourist attractions,” Eyeota noted in the report.

The company said it expects growth to pick up again in Q2. “North America continues to be the leading market for programmatic ad buying globally, and we anticipate continued demand from marketers and media buyers,” stated Kevin Tan, CEO of Eyeota.

The full report can be found here.

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