After an anticipated slow first quarter, global audience data usage increased 62 per cent in the second quarter from Q1 and Asia-Pacific grew 81 per cent, according to data by Eyeota.
Southeast Asia saw a significant surge of 256 per cent in audience data expenditure quarter over quarter due the fact that audience data is still nascent in the region.
In SEA, the Q2 Eyeota Index reveals that the significant growth in Southeast Asia was partly driven by the finance sector, which topped both the Growth Index and the Sector Spend Index. The Finance sector growth was three times the overall growth. Spend from Q4 bounced back after a dip in Q1 due to the reactivation of banking campaigns seeking more Financial Intent users.
Kevin Tan, CEO at Eyeota, says, “Although Southeast Asia audience data usage swelled an astonishing 256 per cent in Q2, that is up from -56 per cent in Q1. The digital media and programmatic advertising market in SEA is still in its infancy and as a result, we see dramatic shifts in audience data usage from quarter to quarter as advertisers experiment with their campaign delivery tactics and strategies as well as the right mix of audience data segments in order to best reach their targeted consumers. This is a very exciting market to watch and we are proud to help lead it to maturation.”
The second quarter of the year also saw a notable continued deviation in Southeast Asia away from global trends in segments used. While audience data usage did increase, whereas 52 per cent of data purchased worldwide was sociodemographic and 19 per cent was purchase intent, in Southeast Asia 45 per cent of data purchased was B2B segments and 25 per cent was sociodemographic.
The region also experienced significant quarterly swings in preferred segments. Interest segments were 42 per cent in Q1, but dropped dramatically to 11 per cent in Q2; similarly, Sociodemographic segments increased from four per cent to 25 per cent from Q1 to Q2.
The Price Index by Eyeota, which tracks the weighted average price of data purchased by each advertiser sector, ranked electronics & computers, multi-media, and finance as the top sectors that placed a premium on more granular and niche data segments. Within the electronics & computers sector, enterprise software companies placed a premium on reaching niche small business professionals. The multi-media sector saw magazines placing a premium on sociodemographic and professional B2B industry profiles.
Mr Tan adds, “With the release of our third quarterly Eyeota Index, patterns of audience data usage and seasonal consumer behavior trends are beginning to emerge. The Asia-Pacific region continues to be diverse and fragmented, but by focusing on the humans behind the data, Eyeota is positioned to factor in the regional and cultural differences of audiences in each unique market. We are seeing that programmatic is more than the automation of the media buying process, but rather it allows brands to react and adapt to fluctuating consumer needs in real time and audience data is at the heart of this relationship. In the long term, this means that we will be able to empower brands to anticipate their consumers’ needs and not just react to them.”