Data targeting is becoming more common in digital advertising. Lately we have seen a lot of discussion about data quality and transparency. It’s interesting how fast the data market is growing in the Nordics, but to get a deeper insight, we conducted our own data survey in April 2018 - this time among Finnish advertisers and media agencies. The main goal was to explore the experiences advertisers and media agencies encounters in using audience segments. Now we are happy to share some of our findings:
How many of the respondents uses audience segments and how often?
70% of the respondents have purchased audience segments for programmatic advertising. 86% have used audience segments based on their own data pool and 50% of respondents have used other audience segments in advertising. For example free audience segments. More than half of the respondents have used audience segments weekly in their advertising campaigns and 21% monthly. Interestingly only 3% have never used audience segments in their campaigns at all.
The most used audience segments are (in % of respondents):
- Demographics - Age ( 87%)
- Demographics - Family type and relationships (74%)
- Intent - Purchase (74%)
- Demographics - Gender (68%)
- Hobbies and Interests (61%)
- Housing - Type of accommodation (58%)
- Business and Finance - Decision makers (55%)
- Food (52%)
- Income - Household income (48%)
What is important when choosing data partners? (scale 1-5)
Thank you to everyone who participated in the survey! If you would like to know more about the survey and our data services, we would love to hear from you.