Eyeota Blog

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Kevin Tan in AdExchanger: Opinion Polls And Ad Campaigns Are More Similar Than You Might Think

by Kevin Tan on

I recently penned an opinion piece for AdExchanger Politics, a weekly column tracking developments in the 2016 political campaign cycle.

With elections season heating up in the US and Australia, political candidates have their eye on the prize. But opinion polls are confusing and occasionally inaccurate – something that we can draw parallels with when it comes to an ad campaign and the importance of using the right data sample size.

Hillary Clinton polled 21 points ahead of Bernie Sanders in this year’s Michigan Democratic primary, yet lost to Sanders by 1.5 points when the votes were counted. She was also predicted to win Indiana, but failed.

Political polls’ inaccuracy has given them a bad reputation in recent years. And for good reason, too. Surely if they were doing their job, the outcome would never come as a shock. Yet increasingly, it does.

So why are the polls so wrong? It is all about the sample.

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Topics: Thought Leadership, Kevin Tan

Kristina Prokop on the Eyeota Story

by Dominic Seah on

How did Eyeota become the global leader in audience data today? Kristina Prokop, Co-Founder and EVP Global Platforms, shares the Eyeota story in the Project A Ventures' blog:

How did you get the idea of founding Eyeota?

There is a lot of digital clutter and it can be challenging for brands to reach their consumers online. Our audience data helps advertisers to understand their target audiences in a new way – as real human beings – so they can serve them with relevant ads. Consumers are more likely to respond to an ad that meets their needs. No one is going to care about a holiday offer to Hawaii if you have just returned from one.

Where did you meet as a founders team? What’s your founder’s story?

I met my other co-founders Kevin Tan and Trent Lloyd while we were working at online advertising platform Adify, which was purchased by media conglomerate Cox.

While working at Cox after the acquisition, we saw a surge in programmatic advertising and audience-based targeting around the world. But there was a massive lack in the market for high quality audience data with scale and reach. A lot of companies were based in the United States, and merely applied the same data collection strategies to markets outside the US without understanding the needs of each market.

Eyeota was born in 2010. Chris Sandberg joined us as CTO in 2011 to provide his vision for Eyeota's innovative programming, tools and infrastructure. Today, we are the global leader for local audience data, operating in Asia-Pacific, Australia, Europe and the Americas.

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Topics: Kristina Prokop, Kevin Tan, Trent Lloyd, Chris Sandberg

Consumers ask: Are we human or are we data?

by Dominic Seah on

We are in the space age of marketing, surrounded not only by new opportunities but also changes that necessitate some adaptation, according to Kevin Tan, CEO of global audience data provider Eyeota.

This is exemplified by programmatic, with its impressive scope and ability to place the individual at the centre of marketing. It is a needed response to the shift that has occurred with the rise of social media. While making a brand famous was once the key to a strong and growing a customer base, it is no longer as effective in today's multi-screen, multi-device, multi-platform world in which consumers - not advertisers - call the shots.

Programmatic allows companies to deliver their message to very specific target groups, but automatic success cannot be guaranteed. Anchoring people's attention is near impossible with the inundation of brands and messages from every side. The analytics can seem promising - 3 million YouTube views, 7k Facebook post likes, 12k retweets - but these merely represent a fleeting moment of attention given before a person moves on to something else. Companies must not mistake such numbers as indicators of lasting impressions or true engagement; the kind that develop meaningful relationships that sustain an upwards sales trajectory.

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Topics: Press Releases, Audience Data, Programmatic, Kevin Tan

Retargeting Is Not Audience Targeting

by Kevin Tan on

Kevin Tan, CEO of Eyeota, writes in 12ahead about why retargeting might not be your best option for targeting online ads.

If you have ever visited a website, or clicked an online ad, only to have the same product follow you around for weeks, you will be very well aware what re-targeting is. According to eConsultancy, 30% of marketers worldwide prioritize targeting and personalization in their digital marketing strategies.

Retargeting might be popular as a wide-funnel online marketing strategy to reach a large pool of audiences; however, it might not be the best way to effectively target and deliver personalized messages.

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Topics: Audience Data, Kevin Tan

Consumers want to know: Are we human or are we data?

by Kevin Tan on

Kevin Tan, CEO of Eyeota, writes in MyCustomer about the human side of data. 

The incredible advance of digital technologies has taken marketing light years from where it was a decade ago. The industry today is bolstered by more powerful analytical tools, greater target precision and programmatic delivery of content that can accomplish in milliseconds what once took weeks. We are in the space age of marketing, surrounded not only by new opportunities but also changes that necessitate some adaptation.

This is exemplified by programmatic, with its impressive scope and ability to place the individual at the centre of marketing. It is a needed response to the shift that has occurred with the rise of social media. While making a brand famous was once the key to a strong and growing a customer base, it is no longer effective in today’s multi-screen, multi-device, multi-platform world in which consumers – not advertisers – call the shots.

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Topics: Audience Data, Kevin Tan

Australian Buyers - All vying for the same share of the pie

by Kevin Tan on

Kevin Tan, Singapore-based CEO of data marketplace Eyeota visited Australia recently, and met with a bunch of local publishers, advertisers and trading desks. Reflecting on his Australian trip Tan says the level of sophistication in the Australian open marketplace means Australian buyers are all vying for the same data segments, and this is driving up price on both sides of the equation.

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Topics: Audience Data, Programmatic, APAC, Thought Leadership, ANZ, Kevin Tan

Data Focus Should Be On Quality, Not 'First-Party' or 'Third-Party' Label

by Kevin Tan on

Opinions in the industry may differ on whether first-party data is more reliablethan third-party data. For Eyeota CEO Kevin Tan, both offers its own value, and efforts should instead be channelled towards improving data quality and transparency. In this week’s byliner, he highlights the growing expenditure in audience data in Asia-Pacific and the questions brands need to ask their data providers.

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Topics: Audience Data, APAC, Thought Leadership, Kevin Tan

What Marketers Need to Know Before Doing Programmatic Buying

by Kevin Tan on

Programmatic buying has been a game changer in digital advertising, with programmatic display advertising projected to be a US$53 billion industry by 2018 (Magna Global). The term programmatic refers to the automation of digital media delivery though technology, with the purpose of improving campaign efficiency.
 
While programmatic ad buying is the latest buzzword, not enough marketers have started implementing it yet. As with any new technology, both parties at separate ends of the spectrum – from agencies to publishers – are only quick to sit up once tangible results speak for themselves.
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Topics: Programmatic, Thought Leadership, Advertiser, Kevin Tan

Kevin Tan's Speech on Data & Creativity

by Dominic Seah on

Eyeota sponsored the Data Creativity Awards at the i-com summit in Spain recently. This was the 3rd edition of the Data Creativity Awards, which acknowledges the most creative people & companies in achieving business value by leveraging value from data.

Kevin Tan, CEO at Eyeota, spoke about Data and Creativity at the gala dinner. Here is his speech:

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Topics: Audience Data, EMEA, Events, Kevin Tan

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