March 31, 2015 (Digital Market Asia) — Eyeota, a player in local audience data, observed a sharp rise of 94 percent in B2B audience data being purchased in Asia-Pacific during Q4 2014, in tandem with growing global demand for B2B audience data.
The increased spend in B2B audience data has created massive opportunities for B2B advertisers to reach their target audiences. Instead of having to compete with consumer brands to find online audiences previously, B2B advertisers can now employ in-depth targeting techniques to reach a specific target audience. The jump of 94 percent signals a significant shift in the digital advertising landscape in APAC, as more B2B advertisers are likely to allocate more of their ad spends to digital.
The biggest advertiser sectors that purchased B2B audience data throughout APAC last quarter were Finance and Electronics. The segments these advertisers were most interested in purchasing included small business professional and technology business professional. For example, an advertiser within the finance sector can track buyer activity of these targeted individuals, further segmented by intent – whether they are interested in mergers & acquisitions or asset management.
Eyeota has partnered with Madison Logic Data (MLD) to meet growing demand for B2B data with sufficient depth. Madison Logic Data provides B2B demographic data combined with an unmatched, deep, one of a kind B2B intent data. MLD offers the largest aggregation of B2B intent and demographic data in the market by aggregating data via the Madison Logic Data Co-Op, which tags over 450 publications and monitors their online activity.
Eyeota adds global scale and personalization by combining rich demographics such as age or gender to complete the precision for B2B marketing initiatives. By partnering with MLD, Eyeota now offers advertisers access to 2,000 topics powered by intent.
Kevin Tan, CEO of Eyeota, said, “Eyeota is proud to partner with Madison Logic Data to boost the number of B2B data sets. As the largest source for B2B audiences and targeting in programmatic, we aim to meet growing demand for B2B audience data globally. Madison Logic Data has had a long proven track record in B2B media and a thorough understanding of programmatic advertising. With the right B2B data sets, we can now deliver deep audience insight to both marketers and online publishers. The larger databank will enable them to understand their customers in a new way – as human beings.”
Erik Matlick, CEO of Madison Logic Data, added, “MLD is excited for Eyeota to join our Co-Op that further positions us as the worldwide B2B demographic and intent leader. Together, with our combined data sets, our partnership creates the ability to hyper focus in EMEA and APAC markets with scale and a personal touch.”