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81% of automotive advertising agencies say they use trusted offline data to best target digital advertising, according to [pdf] survey results from eXelate. Offline data includes such sources as Nielsen and Mastercard. By contrast, 76% of networks, exchanges and demand-side platform providers (DSPs) favor custom data for targeting digital ads. Custom data refers to data created based on first party data or past performance data, modeled to create scale. 71% of automotive marketers agree with those networks, exchanges and DSPs.
As an example of offline utility for online targeting, Nielsen in August announced Nielsen Online Audience Segments – TV, which links online and offline (TV viewing) behavior, ostensibly to more strategically align cross-platform campaigns. Among the early partners are platform providers Adap.TV, Microsoft, Specific Media, Undertone, and Videology.
According to an Econsultancy study released in February, 89% of global company marketers believed it will be important to use offline data over the next few years to optimize t..., and 90% of agency respondents agreed that this would be important to their clients.
For branding campaigns, just under one-third of auto industry agencies and professional marketers surveyed by Exelate favor offline data, as do one-quarter of networks, exchanges and DSPs. But each segment gives custom data the highest marks (37%, 36% and 48% respectively).
Offline data is less well-rated for direct response campaigns. It is the top rated data type by 19% of agencies, 15% of networks/exchanges/DSPs and 25% of marketers. Custom data again is most favored (43%, 58% and 46% respectively). CRM is valued in direct response as well, by 16% of agencies and 12% of marketers.
About The Data: The Exelate data is based on surveys completed by 875 respondents at automotive advertising agencies (54%), professional marketers (15%) and online ad platforms (31% at ad networks, ad exchanges and Demand Side Platforms).
Data Source: www.MarketingCharts.com
eXelate Data PDF for Download: MarketingUseofOfflineData0fODATargeting-10-19-12.pdf