Publishers Reach for Audience Extension - eMarketer

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Publishers Reach for Audience Extension

Audience extensions increases reach, impressions

November 3, 2014

Audience extension has gained popularity among publishers, based on September 2014 research by Rocket Fuel’s Audience Accelerator and Digiday, those using the tactic are happy with the results.

Ways in Which US Digital Media and Marketing Executives Include Audience Extension* in Campaign Proposals, 2013 & 2014 (% of respondents)

Though the percentage of US digital media and marketing execs offering audience extension as an option rose just slightly year over year, to 52%, those doing so were leveraging it more frequently. One-third said they included audience extension in most or all of their campaign proposals—an increase of 31%.

Publishers were most likely to include audience extension in campaign proposals to extend reach and add impressions, with the percentage of respondents citing this rising from 47% to 73% year over year. When asked for a request for proposal (RFP), publishers had shifted efforts, increasing audience extension when it addressed a specific demand in an RFP, while decreasing it when asked for data-driven, audience-based buys.

Platforms Used for Audience Extension* by US Digital Media and Marketing Executives, 2013 & 2014 (% of respondents)

Looking at platforms used, third-party ad networks saw a huge drop in their popularity, from 57% to 38% year over year. Meanwhile, demand-side platforms experienced a massive leap in usage, increasing from 25% to 44% to tie with three other options for first place. Programs integrated with publishers’ ad servers saw their response rate rise 9 percentage points, as did data management platforms (DMPs).

Audience extension appears to be driving DMP usage among publishers. In an April 2014 study by Forrester Consulting for Simpli.fi, 68% of US publishing decision-makers said they used such tools to create data-driven advertising programs such as audience extension—the top response.

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