The profusion of digital data and advanced analytical processing power available today has given marketers an unprecedented advantage: real-time insight into their most valuable customers and the attributes that drove them to respond. Armed with this intelligence, marketers can now implement strategies to grow the business through efficient targeting and ad spend. Based on new eXelate/Digiday survey results across hundreds of digital advertisers and agencies, this presentation will reveal the data sets forward-thinking marketers are leveraging for competitive advantage. Presenter: David Fischer, svp sales, eXelate @exelate

1. trusted data
custom audiences
HIGH performance marketing
David Fischer
SVP Sales, eXelate
davidf@exelate.com
10/24/2012 1
©2011 eXelate Inc. Confidential and Proprietary

2. marketers will leverage 3 types of data in
2013 to achieve HIGH performance marketing
third party custom validated
10/24/2012 2
©2011 eXelate Inc. Confidential and Proprietary

3. 875+ survey responses
marketers
15%
networks/
54% agencies
exchanges/ 31%
DSPs
10/24/2012 3
©2011 eXelate Inc. Confidential and Proprietary

4. 88% of
networks/
89% of exchanges/ 80% of
agencies DSPs marketers
who employs audience targeting
10/24/2012 4
©2011 eXelate Inc. Confidential and Proprietary

5. 67% of
network/
60% of exchange/ 57% of
agency DSP marketer
campaigns campaigns campaigns
% of digital campaigns that employ
audience targeting
10/24/2012 5
©2011 eXelate Inc. Confidential and Proprietary

6. to retain clients and
win new business in 2013,
agencies will need:
trusted data
custom audiences
HIGH performance marketing
10/24/2012 6
©2011 eXelate Inc. Confidential and Proprietary

7. third party data
data anonymously aggregated from multiple
publishers and segmented into targetable
audience clusters
10/24/2012 7
©2011 eXelate Inc. Confidential and Proprietary

8. 52% of 44% of network/ 43% of
agency exchange/ marketer
campaigns DSP campaigns campaigns
% of digital campaigns that leverage third party data
10/24/2012 8
©2011 eXelate Inc. Confidential and Proprietary

9. Networks/
exchanges/ DSP’s Marketers said click
Agencies said lift in brand through to a site or
said online sales awareness landing page
most important data-driven KPI
10/24/2012 9
©2011 eXelate Inc. Confidential and Proprietary

10. 84% of
network/
68% of exchange/ 62% of
agencies DSP’s marketers
budget for data will increase in 2013
10/24/2012 10
©2011 eXelate Inc. Confidential and Proprietary

11. 44% increase
for network/
26% increase exchange/ 27% increase
for agencies DSP’s for marketers
by how much their budget for data will increase in 2013
10/24/2012 11
©2011 eXelate Inc. Confidential and Proprietary

12. 78%
network/exchange/DSP’s 70% marketers said
68% agencies said said that data is that data is tactical
that data is efficient strategic and helps and helps identify
and helps allocate them discern useful more people like
ad spend smarter insights their best customers
why budget for data will increase in 2013
10/24/2012 12
©2011 eXelate Inc. Confidential and Proprietary

13. custom data
data created based on first party data or past
performance data and modeled to create
scale
10/24/2012 13
©2011 eXelate Inc. Confidential and Proprietary

14. 76% network/
81% agencies
exchange/ 71%
said trusted
DSP’s said marketers said
offline data
(Nielsen, Mastercard, etc) custom data custom data
type of data used to best target digital advertising
10/24/2012 14
©2011 eXelate Inc. Confidential and Proprietary

15. Network/ Exchange/DSP’s
37%
Agencies 48% 36%
Marketers
32% 25% 32%
trusted offline
trusted offline
trusted offline
20% 16% 20%
third party
third party
third party
custom
custom
top rated data for branding campaigns custom
10/24/2012 15
©2011 eXelate Inc. Confidential and Proprietary

16. Network/ Exchange/DSP’s
43%
Agencies 58% 46%
Marketers
19% 15% 25%
trusted offline
trusted offline
trusted offline
16% 11% 12%
third party
custom
custom
custom
CRM
CRM
top rated data for direct response campaigns
*custom data is preferred for direct response campaigns
10/24/2012 16
©2011 eXelate Inc. Confidential and Proprietary

17. validated data
data vetted by industry organizations to
eliminate inefficiencies in demographic data
and optimize audience clusters
10/24/2012 17
©2011 eXelate Inc. Confidential and Proprietary

18. Agencies Marketers
51% 50%
35%
29%
yes
yes
no
no
already implemented a campaign ratings solution
10/24/2012 18
©2011 eXelate Inc. Confidential and Proprietary

19. 42%
Agencies Marketers
40%
33%
37% 26%
20%
unsure
unsure
yes
yes
no
no
plan to implement a campaign ratings solution in 2013
10/24/2012 19
©2011 eXelate Inc. Confidential and Proprietary

20. 91% of 57% of
agencies marketers
will use a campaign ratings solution in 2013 for
contextual and behaviorally targeted campaigns
10/24/2012 20
©2011 eXelate Inc. Confidential and Proprietary

21. marketers will leverage 3 types of data in
2013 to achieve HIGH performance marketing
third party custom validated
10/24/2012 21
©2011 eXelate Inc. Confidential and Proprietary

22. the infrastructure and the big data
that power smarter digital marketing decisions
Unique, proprietary data
Enhanced by superior modeling & analytics
Delivered effectively and efficiently
10/24/2012 22
©2011 eXelate Inc. Confidential and Proprietary

23. we make BIG data actionable
10/24/2012 23
©2011 eXelate Inc. Confidential and Proprietary

24. to retain clients and
win new business in 2013,
agencies will need:
trusted data
custom audiences
HIGH performance marketing
10/24/2012 24
©2011 eXelate Inc. Confidential and Proprietary

25. thank you
David Fischer
SVP Sales
davidf@exelate.com
www.exelate.com
10/24/2012 25
©2011 eXelate Inc. Confidential and Proprietary