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Trent Lloyd in IAB Australia Blog: Are Your Campaigns Run Like Opinion Polls?

by Trent Lloyd on

Just because Australian politics seems to be driven by opinion polls, that doesn’t mean you should run your advertising the same way.

In light of the recent Federal Election in Australia, I shared my views in the IAB Australia blog about data counts – and how you should take note about the reliability of your data.

If political polls were doing their job, the results of an election would never be a surprise. But they are.

Take the UK’s last General Election, for example. Pollsters forecast it would be too close to call, yet the Conservatives won by a strong majority, claiming 99 more seats than Labour. The Scottish National Party also did better than anyone could have imagined. The results differed enormously from polls taken in the run up to the election. The only indication that the Tories would enjoy a landslide was when the polls closed and the BBC announced the results of an exit poll. So, how did the earlier surveys get it so wrong?

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Topics: Thought Leadership

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

Nobody Wins With Adblocking

by Trent Lloyd on

Trent Lloyd, Co-Founder and GM publisher development at Eyeota, writes in AdNews why the adblocking issue is a battle where neither advertisers nor publishers will win. 

Surprise, surprise. The advertising industry thinks ad-blocking is a bad idea. But many web users – more than one million Australians – claim it provides a better online experience. Pagefair estimates that as many as 200 million web users globally might be using ad-blocking software. For them, it seems, the concept of a website funded by advertising is too intrusive to contemplate. Yet they are happy to consume the content. They like the idea of a free lunch. Yet they have cost publishers US$22 billion in 2014.

Randall Rothenberg, President of the Interactive Advertising Bureau in the US, describes ad blocking as robbery, plain and simple. He says it is “an extortionist scheme that exploits consumer disaffection and risks distorting the economics of democratic capitalism”.

Sadly, the response from those installing the software is likely to be, “well, he would say that wouldn’t he?”

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Topics: Thought Leadership, ANZ, Trent Lloyd

Advertisers find new dimensions in travel audience data

by Kevin Tan on

The travel and leisure industry was one of the first to be transformed by digital.

The industry is somewhat unique in that price is proven to be the overwhelming factor consumers are concerned with – their personal experience with a particular brand is pushed to the back of the line as price gets bumped up to the front.

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Topics: Audience Data, Programmatic, Eyeota Index, Thought Leadership

Data Usage Trends Spotted in Europe this Year

by Kevin Tan on

The way advertisers are interacting with audience data is changing. While the appetite for consumer insights is as strong as ever, the once standard fare – broad sociodemographic information that reveals who is engaging with companies and brands – is being met by a demand for higher quality data that sheds light on the humans behind the numbers and the reasons for their engagement.

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Topics: Audience Data, Eyeota Index, EMEA, Thought Leadership, Advertiser

Data Default – The Value and Limitations of Sociodemographic Data

by Kevin Tan on

In contemporary marketing, data rules the digital roost. The question nowadays is what type of data reigns supreme? According to our Q1 Index, which tracks thousands of campaigns executed by hundreds of agencies across 60 countries, it’s sociodemographic data.

Globally, sociodemographic segments account for over half (53%) of audiencedata purchased and are undoubtedly the data backbone of programmatic campaigns. This significant purchase rate is in large part due to the general comfort levels that marketers have for this type of data – they know sociodemographic data and use it to target across the board. For instance, it is, and has always been, used in traditional advertising campaigns and remains the major metric for TV advertising.

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Topics: Audience Data, Eyeota Index, Thought Leadership

Data should humanise brands, not disrupt humans

by Trent Lloyd on

Trent Lloyd, Eyeota Data Marketplace managing partner, advises on how to best use data to give your brand personality rather than ‘stalker status’.

Automated advertising, powered by technologies that didn’t even exist five years ago, is disrupting marketing in ways that might previously have been unthinkable.

While there has been a huge shift towards personalisation, ticking this box doesn’t necessarily equate to more meaningful relationships.

Data not only gives digital marketing the opportunity to be more targeted and relevant, but to also imitate human nature.

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Topics: Publisher, Audience Data, Thought Leadership, ANZ

Vier Trends, die das Programmatic Trading voranbringen

by Kristina Prokop on

Programmatic Buying steckt in Deutschland noch in den Kinderschuhen. Doch allmählich kommt Bewegung in den Markt. Kristina Prokop, Geschäftsführerin des auf Datenmanagement-Plattformen und Marktplatz-Technologien spezialisierten Anbieters Eyeota, hat vier Trends ausgemacht, die das Programmatic Trading beflügeln werden.

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Topics: Audience Data, Programmatic, EMEA, Thought Leadership

Eyeota at ATS Singapore 2015

by Dominic Seah on

We had a blast at ATS Singapore on Monday, meeting the brightest minds in the ad tech business to chat about the latest trends and updates.

The morning started with the Women in Adtech breakfast panel hosted by ExchangeWire. The panel was moderated by Wendy Hogan, as panelists spoke about their experiences as a woman in adtech.

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Topics: Programmatic, Thought Leadership, Events, Southeast Asia (SEA)

Welcome in an age where we think audience first, not device

by Kevin Tan on

In Marin Software’s 2015 Digital Marketers Census, 51% of digital marketers in the UK and US stated that creating campaigns based on a “deeper understanding of their audience” was a top priority.

There are numerous trends shaping the marketing landscape, and it is one of the industries most impacted by the ongoing and continually evolving technology revolution. Whether it is smartphones, social media and now wearables, the number of channels via which marketers can potentially reach audiences continues to grow, diversify and ultimately fragment.

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Topics: Audience Data, Programmatic, Thought Leadership, Advertiser

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