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Audience data usage declines by 7% in APAC in Q3 2015

Data spend across Asia-Pacific decreased by seven per cent quarter-on-quarter in Q3 2015, driven by Australia, according to figures releases in the Eyeota Index. This decline was due to a decrease from the finance and automotive sectors, which still remained in the top spending sectors throughout the year.

The Eyeota Index comprises three indexes measuring growth, spend and price. It tracks thousands of campaigns executed by hundreds of agencies across 60 countries to identify global trends in audience data usage.

With the end of the financial year occurring at the end of Q2, Australian advertisers – namely private banking and credit card companies, as well as general automotive brands– used up their budgets for audience data and began budgeting for the new financial year.

However, new markets such as Vietnam, Japan and Korea still showed signs of growth, while spend from the Philippines doubled this quarter.

Globally, the top three biggest spenders were the electronics & computers, finance and automotive sectors.

Similar to global trends, the electronics & computers sector was also one of the biggest spenders in audience data, and one of the top growing sectors in Asia-Pacific. Electronics & computers advertisers invested in B2B data, with software providers looking for businesses of specific sizes, and for tech professionals in Australia and Singapore.

The most popular segment categories were sociodemographic (53 per cent) and B2B (20 per cent). Sociodemographic remains a steadfast investment for many brands worldwide, as it provides broader information of user profiles such as age, gender and income levels for more effective targeting. The multimedia, F&B and home & garden sectors spent the most on sociodemographic data.

Commenting on the figures, Kevin Tan, CEO at Eyeota, says, “Audience data usage decreased seven per cent in Q3 due to a decrease in Australia from automotive and finance advertisers. Furthermore, it was also likely to be a result of coinciding with the end of the financial year for companies at the end of Q2. The Southeast Asian market grew by 42 per cent in Q3, on the back of a massive increase of 256 per cent last quarter which is still very promising as it shows how programmatic is just starting to take off. The continued growth in the region illustrates how brands are becoming savvier in using audience data for more effective targeting.”

The leading spenders on data in APAC were the multimedia, electronics & computers and finance sectors. The electronics & computers, home & garden and gambling & betting sectors grew the most in Q3.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.