According to US ad tech company Turn, the programmatic marketing race is heating up, with many advertisers becoming anything up to 60% more competitive.
The California-headquartered marketing software and analytics platform, which delivers real-time insights to allow advertising agencies and marketers to make decisions, has this week unveiled its Advertising Intelligence Index.
Turn said the report is the first to apply global standard economic models to measure trends in advertiser share of voice within the growing global programmatic advertising landscape.
According to the Turn Advertising Intelligence Index, based on an analysis of data from the Turn platform (which analyses over 1.5 billion anonymous customer attributes daily), the top five global programmatic advertising verticals making the biggest moves to become more competitive from January 2013 – January 2014 were:
- 1. Arts, entertainment and hobbies – 60% more competitive
- 2. Travel – 57% more competitive
- 3. Electronics and computers – 56% more competitive
- 4. Financial services – 52% more competitive
- 5. Telecom – 51% more competitive
The top five industry vertical categories making the biggest moves to become less competitive globally from January 2013 – January 2014 were:
- 1. Sports and recreation – 121% less competitive
- 2. Jewellery – 55% less competitive
- 3. Office products – 46% less competitive
- 4. Autos – 41% less competitive
- 5. Real estate – 29% less competitive
The study aims to offer marketers insights about when, where and how to use digital advertising to best reach their most valuable audiences in highly competitive industry categories.
The report, which covers data-driven marketing trends across the Americas, Asia-Pacific, Europe, the Middle East and Africa, from January 2013 through January 2014, found that competition comes at a price within digital channels, with eCPM (effective cost-per-thousand impressions) for social, display and video advertising increasing year-over-year for January 2014 compared with January 2013.
The exception is mobile - despite increasing competition throughout the year, increased supply appears to have prevented higher prices.
In addition, proof of the surge in data-driven marketing is borne out by the 28% increase in use of first and third-party data by brands looking to get an edge as they compete for consumer attention.
Vice president of marketing at Turn, Paul Alfieri, said: “Global advertisers are always looking for an edge to determine which channels, devices, and times are most effective to reach their most valuable audiences.
“By applying economic models to real-time marketplaces, Turn provides marketers with key insights about how to compete for consumer attention and deliver greater advertising ROI.”
Check out the full report here.