Ad spend data revisited
We continue to observe sustained interest in corporate advertising spend datasets since we first covered an unprecedented spike in investor interest in 4Q19. In this intelligence article, we revisit specific datasets, client uptake, and use case applicability in a discussion of our refined view of the data landscape.
AD SPEND DATA IN A NUTSHELL
From late 2019, a growing number of investors have leveraged advertising spend as a signal of:
- Customer acquisition costs for consumer brands and corporates, and
- Revenue for companies driven by ad revenues (e.g. social media websites, media groups, broadcasters).
Below, we compare the ad spend/revenue datasets we have covered in the past 19 months based on key points of differentiation. We also suggest the most relevant use case for each dataset and offer a traffic light rating of its viability outside of a traditional advertising use case (i.e. how relevant is the dataset to an investor?).