Data Defining Audiences for Marketers

Making Leaders Successful Every Day

Susan Bidel, Senior AnalystJuly 23, 2014

Data Defining Audiences for Marketers

Know your customer

Source: blog.flite.com

Content as a proxy for audienceSource: biznology.com

First-party data

Source: Greenbookblog.org

DMPs allow for a unified approach to segment-based marketing

7Source: Tongaim.wordpress.com

8

Advertisements are now so numerous that they are very negligently perused, and it is therefore

become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic.

Samuel JohnsonThe IdlerJanuary 20, 1759

2,000,000BLS American Time Use Survey, A.C. Nielsen

© 2014 Forrester Research, Inc. Reproduction Prohibited 10Source: http://cdn.maximusbusiness.com/

Add first-party data to programmatic buys

All the interested parties

© 2014 Forrester Research, Inc. Reproduction Prohibited 12

Is media more or less transparent?Do I know what I’m getting?

›How and where digital ads are placed (e.g., frequency caps, inappropriate content, above the fold, etc.)

›Lack of visibility into data used to define target audiences

http://cdn2.business2community.com/wp-content/uploads/2012/09/equation.jpg

© 2014 Forrester Research, Inc. Reproduction Prohibited 13

Do you have any concerns about the level of transparency between you, as the client, and your media agency(s)?

46%

36%

18%

Yes No Not sure

Concerns about media transparency increase

Base: 153 marketers; *Base: 67 marketers who answered ‘yes’ to having concerns;

Over the past year, concerns about transparency have:*

Increased

42%

Decreased

13%

Stayed the same

45%

Source: March 2014, “ANA/Forrester Research : Media Buying’s Evolution Challenges Marketers” survey

© 2014 Forrester Research, Inc. Reproduction Prohibited 14

Viewability leads advertisers concerns

First-party data

Source: Greenbookblog.org

Publisher first-party data

Audience extension delivers controlled and transparent reach

The holy grail: person-based marketing

Source: Indiana Jones Wiki

Content + Audience = Marketer’s SolutionSource: biznology.com

Thank youSusan Bidel

+1 212.857.0751

sbidel@forrester.com