Asia Pacific is demanding more audience data, with a 34% increase in demand, according to Eyeota’s Annual Index Report, which covers audience data expenditure across regions and sectors in 2016.
The report reflects audience data expenditure of over 2,400 brands for more than 11,000 campaigns across 60 countries.
In Southeast Asia, Singapore accounted for 62% of audience data demand, continuing its hub status. Japan, Thailand and Malaysia has shown market maturation, with 68% of audience data managed locally, a rise of 26% from 2015, according to the report.
In the sector front, electronics and computer brands remained leaders in audience data expenditure in Asia, driven by investments in B2B segments. Automotive and FMCG/CPG showed the strongest growth for 2016, growing four times and three times, year-on-year, respectively.
Automotive brands showed a preference for premium segments, targeting consumers with purchase intent for specific brands and business professionals. FMCG/CPG’s audience data spend was driven by general brands and beauty and personal care brands targeting women, families and millennials.
Australia saw expenditure on audience data up 48% for 2016 compared to 2015, with a 23% increase in campaigns using audience data. Publishers are given an opportunity to monetise their online audiences as demand for audience data to improve ad and content personalisation, grows.
The top advertisers in APAC were finance, automotive and Internet & telecom according to the report. The finance sector’s audience data expenditure grew 1.8 times, driven by a two times increase in spending by credit card and insurance companies. Travel and financial services saw a doubled down on investment by finance brands according to the report.
Internet and telecom showed the strongest growth in APAC with two times increase in 2016 compared to 2015. Brands in this sector promoted mobile apps and telecom services targeting location-based users and business professionals.
“Although Asia had been slow to adopt programmatic into the industry, we’ve seen a rapid growth across the entire region in terms of understanding and digital marketing ownership in 2016. The Eyeota Annual Index Report emphasizes the importance of utilising audience data to improve ad and content relevancy. By highlighting audience data trends across all advertising sectors and regions, the Index provides both brands and publishers with the insights they need to drive successful consumer engagement,” said Kevin Tan, chief executive officer, Eyeota.