Advertisers and Agencies Who Employ Audience Targeting Have Doubled Their Projected Increases in Digital Display Spending for 2011; Publishers Who Leverage Audience Targeting Forecast an 86 Percent Hike in Display Ad Revenue
New York–May 5, 2011–Today, from the stage at DIGIDAY:TARGET, AudienceScience®, a global online advertising technology company, will release findings from its "Audience Targeting: Mapping the Future Evolution of Audience Targeting and Data Management" survey, conducted in conjunction with DIGIDAY. The study reveals that most stakeholders in the digital advertising ecosystem will witness increased revenue or spending in the arena, and that audience targeting is among the main drivers of these gains.
The study canvassed more than 500 media executives from each of three key sectors in the digital marketing business: advertisers, agencies, and publishers. It found that 84.8 percent of agencies and 76.3 percent of all advertisers use audience targeting currently. Advertisers who employ audience targeting plan on increasing their digital ad budgets more than 72 percent in 2011 and agencies will spend nearly 66 percent more in 2011. These estimates are both double the increases projected for 2011 last May. Both respondent groups reported that the budget spikes are justified by the more effective results realized by audience targeting. The reason most often cited by advertisers and agencies for why audience targeting causes display ad budgets to increase is that it's "more effective so we can justify more of it." Agencies were more likely to say "better measurement impressed budget planners" than advertisers, while advertisers were more likely to appreciate the "greater reach in our target market."
"This survey represents a very important inflection point for audience targeting technology," says Marla Schimke, vice president of marketing, AudienceScience. "We are seeing direct correlation between the growth in display budgets and the use of audience targeting. This is clear and unshakeable evidence that audience targeting represents the core of effective online display campaigns. For advertisers and agencies, it is simply the most effective and efficient way to target your audience and for publishers, it consistently helps drive more revenue. At AudienceScience, we are proud to have created the technology that has helped drive the evolution of audience targeting and how advertising is bought and sold online."
Highlights of the survey:
The complete results of the study are available at no charge. To receive your copy of the study, click here.