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Auto Industry Drives Worldwide Spend on Audience Data

Auto Industry Drives Worldwide Spend on Audience Data


Brands across the world are spending more and more on audience data, but it’s the automotive industry which is shelling out the most.

That’s according to a new report from Eyeota, which analysed the purchase of information across 60 countries and a number of different industries.  

The automotive sector drove audience spend worldwide in Q4, the bulk of it on ‘intent’ data - where users have shown an interest in buying. Its data spend increased by 77% year on year as luxury vehicle advertisers led the charge.

Spend in the finance sector trailed just behind in the same period, with brands forking out heavily in sociodemographic and B2B segments.

Brands get data-driven

In Europe, which saw consistent growth in data spend throughout the second half of last year, employment advertisers were willing to pay the highest premium to reach job seekers - ahead of both luxury and standard vehicle brands in the region.

But it was Europe’s travel and leisure sector which showed the biggest growth in data spend - of 9.5 times over the regional average - with advertisers seeking further insights to capitalise on end-of-year bookings for the holiday season.

Services & utilities and multimedia sectors also showed increasing interest in audience data, seeing its rate of spend grow 7.6 times above the EU average.

New innovation

While automotive groups led overall, fast-moving consumer goods brands were the biggest purchasers of interest data - their products lending themselves to interest-specific categories such as health, beauty and fitness, fashion and food.

Eyeota CEO Kevin Tan also noted the role programmatic is playing in increasing the demand for audience insight:

“The use of programmatic marketing continues to be on the rise in Europe and as a result advertisers are using more audience data to inform their campaigns,” he commented.

“Travel & leisure companies have been quick to embrace programmatic as a medium to reach in-market users, making it the fastest growing sector in Europe in Q4."

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Mark  Jones

Mark Jones

Mark manages all aspects of editorial on PerformanceIN as the company's Head of Content, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions.

Going by the ethos that there is no 'jack-of-all-trades' in performance marketing, only experts within their field, Mark’s day-to-day aim is to provide an engaging platform for members to learn and question one another, helping to push the industry forward as a result.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

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