Marketing software and analytics company, Turn, has launched its quarterly Advertising Intelligence Index offering retail marketers insights on digital advertising.
The report is claimed to be the first to apply economic models to measure trends in advertiser share of voice within the growing global programmatic advertising landscape. It offers 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 covers data-driven marketing trends across the Americas, Asia-Pacific, Europe, the Middle East and Africa from January 2013 through January 2014.
The global analysis found 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.
The report (accessed at http://turn.li/2014febInsights
Along with revealing for the first time data on competition within key industry sectors – such as apparel, financial services, food, and home and garden – the report includes global and regional insights that highlight the dynamics of the real-time advertising marketplace. This is based on an analysis of data from the Turn platform, which every day makes nearly 100bn data-driven advertising decisions, analyses over 1.5bn anonymous customer attributes, and provides instant access to billions of digital ad impressions – resulting in an unmatched ability to provide game-changing insights, the company claims.
According to the Turn Advertising Intelligence Index, 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
“Global advertisers are always looking for an edge to determine which channels, devices, and times are most effective to reach their most valuable audiences,” said Paul Alfieri, vice president of marketing, Turn.
“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.”