The 24-Month Freshness Of Campaign Data

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Here’s something that’s useful for both radio and television station research directors, GSMs, sales professionals and those in the C-Suite seeking clients that are closely reviewing this latest report courtesy of eMarketer.


According to those in charge of many a marketing budget and plan of action, campaign data is reliable for up to two years. After that, you might as well toss it in the garbage.

The eMarketer team this week reviewed April 2018 surveys of U.S.-based marketers from LoopMe and Sapio Research.

What did eMarketer find? “About half considered data reliable to utilize in ad campaigns for one to two years. Less than one-third said data is usable after two years. On average, respondents felt data is reliable for campaign use for 1.9 years.”

How Long Do US Marketers Consider Data to Be Reliable for Use in Their Ad Campaigns? April 2018 (% of respondents)

The surveyed marketers said that they find demographic and financial data to be the most valuable, while device ID and cookies are thought to be the least valuable, eMarketer says.

Why does the user data become unreliable after a few years? The types of ad formats and metrics that advertisers rely on changes from year to year, Brendan Gahan, founder of ad agency Epic Signal, tells eMarketer.

“Things change so fast in this industry,” he said. “Not just from an advertising technology standpoint, but from brands’ own priorities and internal processes. You have to continually adapt your approach to data and where its value lies.”

The survey also gives some insight into how marketers approach data storage.

To manage audience data, marketers often rely on data management platforms (DMPs). According to a January survey of U.S. ad and marketing professionals conducted by Advertiser Perceptions, ad inventory discovery is the top criterion that drives DMP selection.

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