Eyeota Q1 Index Reveals Global Audience Data Trends

by Dominic Seah on


SINGAPORE, 29 JULY 2015: Eyeota – the global leader for local audience data with over 1.3 billion uniques from publishers across Asia-Pacific, Australia, Europe and the Americas – has released its second quarterly Eyeota Index report.

The Eyeota Index comprises of Growth, Spend and Price Indexes. Worldwide, the Eyeota Index showed that the government organisations sector grew 57.6 times the rate of overall growth to top the Growth Index. Last quarter, government spend was marginal and did not make the minimum threshold to rank in the Q4 Growth Index. However, in Q1, exponential growth was driven largely by the lead-up to the UK general elections in the UK and government investments in APAC. Food and Beverage continued its growth trend from Q4 to rank second thanks to investment from fast food chains in the APAC region. Third is travel and leisure, which grew at 20.5 times, driven by European-based online travel booking sites, national airports and hotel chains.

The Q1 Price Index, which tracks the weighted average price of data purchased by each advertiser sector, ranked government organisations, charities and finance, in ascending order, as the sectors that placed a premium on targeting data. In the UK, the general election led advertisers to prioritise niche, specific audience segments such as young, educated and business professionals.

Globally, the Sector Spend Index highlighted that the most popular segment categories were sociodemographic (53% of data purchased) and purchase intent (19% of data purchased). This indicates a reliance on sociodemographic data as the ‘backbone’ for programmatic campaigns.

Global Trends:

Eyeota Growth Index: Which advertiser sectors grew the most in Q1 in comparison to the rate of overall growth?

#1: The government organizations sector ranked top, growing 57.6 times more than overall growth
#2: The F&B sector ranked second at 22.5 times,
#3: The travel & leisure sector ranked third at 20.5 times,
#4: The charitable organizations sector ranked fourth at 15.9 times

  • The government organizations sector was the highest growing this quarter. This was driven largely by the lead-up to the general elections in the United Kingdom in May and general government awareness campaigns in Australia.

Eyeota Price Index: Which sectors placed a premium on targeting data in Q1?
#1: Government organizations
#2: Charitable organizations
#3: Finance
#4: Automotive

  • The government organizations sector was new in Q1 and was most likely to invest a premium in targeting data. These advertisers sought to reach young, educated users and business professionals to vote.

Sector Spend Index: Which advertiser sectors spent the most on data and which segments did they purchase in Q1?

#1: Travel & leisure
#2: Automotive
#3: Finance
#4: Services & utilities

  • While the automotive and finance sectors continued the trend of consistently high spend on audience data from last quarter, the travel & leisure sector overtook these two sectors (that topped the Sector Spend Index in Q4) in spending the most on data globally.
  • This surge was due to new advertisers within the travel & leisure sector, such as online travel booking sites, airports and hotel chains, several of which were new to audience data.
  • Travel & leisure advertisers were most interested in sociodemographic segments such as frequent travellers and income levels.
  • Globally, advertisers were most interested in sociodemographic (53%) and purchase intent (19%) segments.

Asia-Pacific Trends:

  • There was a decrease in audience data expenditure, in line with the seasonal slowdown in Q1 worldwide.
  • While the services & utilities sector grew the most across Asia-Pacific, it was the medical sector in Australia and travel & leisure sector in Southeast Asia respectively.
  • Within the government organizations sector, advertisers invested in audience data to reach users for government awareness campaigns.
  • Reflecting global trends, the travel & leisure sector was one of the highest spending advertiser sectors in the region. It ranked third in Asia-Pacific and Southeast Asia, and occupied second place in Australia.
  • Most sought-after audience data segments: sociodemographic (56%) and purchase intent (19%).

Australia Trends:

  • The medical sector grew the most significantly. This echoed the regional trend observed across Asia-Pacific.
  • Growth was driven by healthcare provider advertisers and over-the-counter/supplement brands placing a premium on audience data to reach parents and families.
  • There was also significant growth observed within the travel & leisure sector, with online travel booking sites and national airport advertisers purchasing sociodemographic segments.
  • The government organizations sector invested a premium in targeting data to reach users for general awareness campaigns.
  • Seasonality played a part in influencing data spend trends, with education advertisers (universities) not investing as much in premium targeting data this quarter due to the closure of admission deadlines.
  • Most sought-after data segments: sociodemographic (61%) and purchase intent (20%).

North America Trends:

  • Within the services & utilities sector, gas and telecommunications advertisers drove B2B data spend
  • Advertisers in the financial services space were more likely to place a premium on B2B data in order to reach finance professionals working in specific industries
  • The electronics & computers sector topped overall data spend, with software companies investing primarily in in B2B data
  • Multi-media become a sector to watch – growing 2.3 times the rate of overall growth

United Kingdom Trends:

  • Travel and leisure overtook the automotive industry as the biggest data spender
  • Sociodemographic data accounted for 69% of all data purchased during the quarter, which was slightly down on Q4 and points towards the UK testing and trialing different data segments
  • B2B accounted for 19% of the data purchased in the UK, up from Q4. B2B data spend was driven by travel and leisure advertisers seeking to target business travelers, as well as electronics and computers brands mainly enterprise software companies and small businesses
  • The charities, travel and leisure, medical, finance, and FMCG sectors grew the most in Q1
  • Continuing the trend from Q4, the automotive sector placed the highest premium on targeting data, with luxury vehicle brands seeking high value in-market users
  • Retailers were the top consumers of interest segments while travel and leisure advertisers were the biggest consumers of sociodemographic data

Germany Trends:

  • The finance sector ranked the highest in data spend – compared to the electronics & computers sector in Q4 – with personal banking advertisers driving more audience targeting
  • There was a significant increase in automotive expenditure (122.6 times the overall quarterly growth)
  • Continuing the trend from Q4, finance advertisers continued to pay a premium to reach targeted consumers. In Q1, banks sought to reach consumers with an intent to relocate, compared to seeking private banking clients in Q4
  • Computer components made up the majority of data spend within the electronics & computers sector, investing primarily in B2B segments

Kevin Tan, CEO at Eyeota, says: “Despite the anticipated seasonal slow down in advertising spend worldwide, we still saw a growing demand for audience data. The increasing trend in audience data usage shows that audience targeting is becoming the new norm. As marketers and media buyers become savvier in utilizing audience data to meet their campaign goals, we foresee continued demand for high quality audience data with scale and reach so that advertisers can understand their target audiences in a new way – as human beings.”

For the full Q1 2015 Eyeota Index report, please download here.

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This post was written by Dominic Seah

Dominic is our Marketing Assistant based in Singapore. A keen student of the programmatic world, he also enjoys food, Arthurian legend and all things jazz.