How Competitive is Your Vertical?Written by Michael Levanduski
February 27, 2014 # 7:50 pm # Industry News, Marketing Insights, Specials # 2 Comments
Turn is a California based marketing software and analytics platform, which provides information to advertising agencies, brands and marketers. This information can be used to make real-time decisions regarding how to best target the ad dollars that they are spending. Turn has recently released their Advertising Intelligence Index, which applies global standard economic models to the trends they are seeing in programmatic advertising.
The report was generated using the information gathered from 1.5 billion anonymous customer attributes each day. This report contains a lot of great information, but perhaps the most useful for many marketers is their list of the advertising verticals that are becoming more competitive, as well as those that are becoming less competitive.
With this information, marketers can make more informed decisions on what areas they want to target, and which ones they should avoid. Obviously, the areas where competition has skyrocked over the past year will typically cost more to break into, however, there may be high potential returns for the right products as well. On the other side, there may be some great opportunities for marketers to jump into niches that are dropping in competition, assuming the competition is artificially low and possibly poised to start trending up.
The top five verticals that Turn has reported as becoming more competitive are:
- Arts, Entertainment & Hobbies – 60% increase
- Travel – 57% increase
- Electronics and Computers – 56% increase
- Financial Services – 52% increase
- Telecom – 51% increase
The verticals that saw the greatest drop in programmatic advertising competition are:
- Sports & Recreation – 121% decrease
- Jewelry – 55% decrease
- Office Products – 46% decrease
- Autos – 41% decrease
- Real Estate – 29% decrease
Marketers will want to keep in mind that this report covers a global footprint with data coming from the Americas, Asia-Pacific, Europe, the Middle East and Africa. The data was collected from January 2013 through January 2014, giving it a huge data set to put the information together.
Paul Alfieri, Vice President of Marketing at Turn said, “By applying economic models to real-time marketplaces, Turn provides marketers with key insights about how to compete for consumer attention and deliver greater advertising ROI.” This report is likely to help marketers do just that, but focusing ad spend on verticals that still offer high quality ads at more affordable prices.
You can get the full report HERE.