X
New ID Solution
Lotame Cartographer Find Your People Learn More

Lotame Audience Lookback Report and Data Trends from 2018

March 6, 2019

As you continue into 2019 with fresh ideas and an updated data strategy, the Lotame Data Team would like to take a minute to provide you with a quick look back on the top five audience data segment trends from 2018 so you can benefit from fresh data perspectives as you look ahead.

Which Lotame Data Exchange prepackaged data audience segments were purchased the most by marketers in the U.S., EMEA and APAC? See below for results across each region.

U.S. TOP FIVE AUDIENCES IN 2018

It appears that U.S. marketers are increasingly targeting animal lovers and hispanic audiences, and that 2018 saw parents are no longer a top target! Here are the top five segments which make up 61% of the total U.S. spend on Lotame prepackaged data:

  • Advanced Demographics
  • B2B
  • Age
  • Home & Family
  • Automobile Models

View the Top Five Report for a list of individual audiences that made an impact on each of the U.S. categories above, including those with the largest year-over-year growth or decline.

In the News:
MarketingDive: Marketers opt for targeting Hispanic consumers, animal lovers over parents
MarTechSeries: New Data from Lotame Releases The Top Audience Data Segments from 2018
Adotas: US Marketers Increasingly Targeting Animal Lovers & Hispanic Audiences; Parents No longer a Top Target
E-Content: New Trends in Targeting: Are You in Marketer’s Crosshairs?

EMEA TOP FIVE AUDIENCES IN 2018

It appears that marketers across EMEA are increasingly targeting holiday travelers and online gamers, and that 2018 saw households without children are no longer a top target! Here are the top five segments which make up 62% of the total EMEA spend on Lotame prepackaged data:

  • Entertainment 15%
  • Travel 14%
  • Home & Family 13%
  • Advanced Demographics 10%
  • Style, Fashion & Clothing 10%

In the News:

Marketers Shifting Budgets: Holiday Travelers and Online Gamers Become Top Priority 

APAC TOP FIVE AUDIENCES IN 2018

2018 spend is showing that APAC marketers are increasingly targeting green living families and parents of toddlers, and that football lovers are no longer a top target! Here are the top five segments which make up 61% of the total U.S. spend on Lotame prepackaged data:

  • Travel 20%
  • Home & Family 12%
  • Advanced Demographics 10%
  • Entertainment 10%
  • Business 9%

In the News:

Travel, Home & Family, Entertainment Top Audience Data Segments in 2018

Learn more about Lotame Data Exchange or reach out to us directly with any questions. Our team of experienced data consultants has a singular focus (data!), and we are committed to your success in 2019.

Look-back statistics based on Lotame Data Exchange prepackaged data audience segments U.S., EMEA and APAC marketers purchased from January to October 2018 compared to the previous year.