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Technology Xaxis Programmatic

UK and France lead Europe in harnessing audience data for digital ad campaigns


By John Glenday, Reporter

May 25, 2017 | 3 min read

Britain and France have been jointly named as top dogs in Europe for sourcing and harnessing audience data for the successful delivery of digital advertising campaigns.

Exchange Wire, Xavis

UK and France lead Europe in harnessing audience data for digital ad campaigns

The findings arise from a survey of seven key markets, including Germany, Spain, Italy, Poland and Denmark, France, and the UK conducted by ExchangeWire and digital media platform Xaxis. It found that a lack of quality data was the single biggest barrier to its embrace, with 43% of media professionals blaming dodgy data for a lack of campaign planning and audience engagement.

While the UK and France scored satisfaction rates of over 80% for sourcing demographic, behavioral, and geo-location audience data and over 65% satisfaction for CRM, survey and financial scoring data, other continental markets performed less well.

This divergence has been closed somewhat by Germany and Spain with satisfaction rates of 70% and 56% respectively, but Italy, Poland and Denmark still lag significantly behind their peers.

Rebecca Muir, head of research and analysis at ExchangeWire, said: “A Europe-wide lack of confidence in data quality is a theme running through these findings, with more than four in every 10 respondents concerned about the quality of data available to them for audience planning and engagement.

“No two markets are the same when it comes to the availability and application of audience data – it’s therefore important that the collection of data is accurate, relevant and localised to enhance audience engagement."

John Wittesaele, president, Xaxis EMEA, added: “Nascent markets must work to overcome the barriers they currently face, however, small data volumes continue to be an issue on this front. The main disparity between nascent and more mature markets is the ability to source niche data. Once nascent markets manage to effectively source this and implement a more effective data strategy in line with their European counterparts, we will see more growing and mature data markets across Europe.”

Just shy of a third of respondents (32%) said that a side-effect of the embrace of audience data is a narrowing in reach of campaigns.

A full free copy of the report from Xaxis and ExchangeWire Research can be downloaded here

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