State of the Industry

Modern Audience Building

3 Key Takeaways

We surveyed nearly 200 brands, agencies and publishers and found that in order to evolve programmatic audience buying, marketers need:

●  More robust data options beyond demographics for audience building

●  To improve efficiency by scaling up custom audiences

●  More transparency and control when building and scaling audiences

60% Marketers regularly buy targeted audience programmatically

The Challenge

The Challenges in Building Audiences

72% Say buying standard segments leads to significantly more ad waste than buying custom

Standard / Pre-Set Audiences

60% Satisfied with performance

Custom Audiences

34% Very satisfied with performance

Standard Custom

Awareness 52% 13%

Consideration 32% 39%

Conversion 12% 56%

Loyalty 15% 43%

When do you use the audiences?

80/20 Standard/Custom

96% Want more transparency when building and scaling

audiences, while 97% want more control.

Conclusion

Marketers are seeking more efficiency from data. Audience targeting can be improved by:

●  Using behaviors over demographics

●  Scaling Up High-Quality Custom Audiences

●  Transparency and Control

Q & A

Thank You Paul Calderbank Brand Strategy Director calderbank@addthis.com www.AddThis.com